Marketing: Real People, Real Choices

ISBN 13: 9780131553255

Marketing: Real People, Real Choices

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9780131553255: Marketing: Real People, Real Choices

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating value-for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

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Published by Pearson Prentice Hall (2005)
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Published by Pearson Prentice Hall (2005)
ISBN 10: 0131553259 ISBN 13: 9780131553255
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