Marketing: Real People, Real Decisions eBook, 3rd Edition

Michael R. Solomon all

Marketing: Real People, Real Decisions eBook, 3rd Edition

By Michael R. Solomon, Greg Marshall, Elnora Stuart, Bradley Barnes, Vincent-Wayne Mitchell more
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Michael R. Solomon all
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Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.

Timely, relevant, and dynamic, this reader-friendly text shows students howmarketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. This edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what’s happening in the world of marketing today. This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

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Table of contents
  • 1. Marketing, planning and strategy
  • 2. Global, ethical and sustainable marketing
  • 3. Marketing research
  • 4. Consumer behavior
  • 5. B2B Marketing and sales
  • 6. Segmentation, targeting and positioning
  • 7. Creating the product
  • 8. Managing the product
  • 9. Services marketing
  • 10. Pricing the product
  • 11. Integrated marketing communications
  • 12. Retail and distribution