Marketing: Real People, Real Decisions First European Edition, with MyMarketingLab Online Access CardDescription |
Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day. Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product, or about how to make a product so irresistible that it flies off store shelves. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.  |
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Features |
The key feature of this book is its innovative structure: each chapter starts with a dilemma outlined by a real-life marketer at a top company. The marketer has to make a decision between three options, but which one should they choose? The reader then engages with the content of the chapter, along the way hearing from other students and professors from a range of disciplines say what they would do if they were in the shoes of the marketer. At the end of the chapter you learn how it actually worked out, to compare your own decision-making process, and to reflect on what can be learnt from the outcome. |
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New to this Edition |
The book has been completely updated and re-written to fit the needs of European students of Marketing who want to understand the world of Marketing in a global context. All the Real People features are new and European, including BT; Arsenal Football Club; Hilton Hotels; SpeedDater; Innocent; and much much more. |
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Table of Contents |
1 What is marketing?
2 Strategy and environment
3 Marketing research
4 Consumer behaviour
5 Business-to-business marketing
6 Segmentation, targeting, positioning and CRM
7 Creating the product
8 Managing the product
9 Services marketing
10 Pricing the product
11 Integrated marketing communications
12 Advertising, PR and sales
13 Retail and distribution Appendix A: Sample marketing plan – The B&V Smoothie Company
Appendix B: Marketing maths |
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