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(eBook PDF) Marketing – Real People, Real Choices (NZ Adaptation) (2e)

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Product Details:

  • ISBN-10 ‏ : ‎ 9780134640112
  • ISBN-13 ‏ : ‎ 978-0134640112
  • Author: Michael R Solomon e Elmira W Stuart

Marketing: 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. Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are implemented, and what they really mean in the marketplace. The 9th 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 readers actively learn and retain chapter content, so they know what’s happening in the world of marketing today.

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

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