Marketing : Real People, Real Choices

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Marketing : Real People, Real Choices image
ISBN-10:

0131088327

ISBN-13:

9780131088320

Edition: 3rd Pkg
Released: May 31, 2003
Publisher: PRENTICE/HALL
Format: Paperback, 0 pages
Related ISBN: 9780131767348

Description:

No other book brings readers closer to doing real marketing. Readers experience real marketing three keys ways in the text: through Real People/Real Choices segments; entrepreneurial-focused Spotlight boxes; and end-of-part cases based on a real start-up company. The extensive supplement package including the “Living Laboratory” website, reinforces the experiential thrust of the book. New E-Commerce Student Supplement allows the reader to participate in the creating of a dot com. The authors comprehensively cover making marketing value decisions, identifying markets and understanding customers' needs for a value and outline creating the value offer and communicating the value offer, as well as value chain management and offline retailing and B2C E-Commerce. For brand managers and advertising account managers.

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