Appropriate for four-year and two-year undergraduate courses in Principles of Marketing. No other book brings students closer to doing real marketing. Each chapter introduces a decision maker, describes the marketing decisions they faced in a small case study within the chapter, and then concludes with the decisions that were made. Within this framework the text explores such cutting-edge topics as e-commerce and the technological revolution, integrated marketing communications, and entrepreneurship. With the explosion of new marketing technologies today, students are as likely to end up working for small, new, dynamic firms as they are to be employed by the traditional big companies. The text therefore covers not only the Four Ps and other marketing basics, but also introduces students to the new era of social and environmental awareness, singling out companies that conduct business ethically and return value to society. The text also addresses such themes as the importance of building relationships with customers and developing a global perspective.
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Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner.From the Back Cover:
Key Benefit: Introduces marketing from a practical, real-world perspective by fostering the development of decision-making skills through the presentation of the most important current trends in marketing. Key Topics: Provides a real-world emphasis and an anchor for the material presented in the book through the use of "Real People, Real Choices" segments in each chapter. These sections profile a marketing executive and an actual decision he or she had to make. Readers are given the options from which that executive had to choose and are encouraged to assume the role of the profiled executive by making a business decision. Principles of Marketing covers topics that are often given only cursory coverage in other books, including database marketing and integrated marketing; the marketing of "intangibles" such as politics, religion, and celebrities; and social responsibility and ethical decision- making. A conversational writing style and the use of humor make the book easy to read. Market: A valuable book for any business executive who needs to understand the latest trends in marketing.
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Book Description Pearson Canada, Toronto, 2002. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0130460869