Marketing: Real People, Real Choices (6th Edition)

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9780136054214: Marketing: Real People, Real Choices (6th Edition)

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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From the Publisher:

Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner.

From the Back Cover:

Key Benefit: Introduces marketing from a practical, real-world perspective by fostering the development of decision-making skills through the presentation of the most important current trends in marketing. Key Topics: Provides a real-world emphasis and an anchor for the material presented in the book through the use of "Real People, Real Choices" segments in each chapter. These sections profile a marketing executive and an actual decision he or she had to make. Readers are given the options from which that executive had to choose and are encouraged to assume the role of the profiled executive by making a business decision. Principles of Marketing covers topics that are often given only cursory coverage in other books, including database marketing and integrated marketing; the marketing of "intangibles" such as politics, religion, and celebrities; and social responsibility and ethical decision- making. A conversational writing style and the use of humor make the book easy to read. Market: A valuable book for any business executive who needs to understand the latest trends in marketing.

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Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart
Editorial: Prentice Hall (2008)
ISBN 10: 0136054218 ISBN 13: 9780136054214
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Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
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Descripción Prentice Hall, 2008. Paperback. Estado de conservación: New. 6. Nº de ref. de la librería DADAX0136054218

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Solomon, Michael R., Marshall, Greg W.,
Editorial: Prentice Hall (2008)
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Elnora W.; Stuart
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Descripción Prentice Hall, 2008. Taschenbuch. Estado de conservación: Neu. Gebraucht - Wie neu Unbenutzt. Schnelle Lieferung, Kartonverpackung. Abzugsfähige Rechnung. Bei Mehrfachbestellung werden die Versandkosten anteilig erstattet. - For the one semester Principles of Macroeconomics courses at 4-year & 2-year colleges and universities. Hubbard & O'Brien is the only book that motivates students to learn economics through real business examples. The updated edition offers insights into the exciting economic topics that are in the news and affecting all of us today-like the election, the housing market, the impact of the current oil situation, current challenges to airlines, debates over trade policy, and consequences of the 'amazing shrinking dollar.' 602 pp. Englisch. Nº de ref. de la librería INF1000037202

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