For the Principles of Marketing course. 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.
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| Making Marketing Value Decisions | |
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| Welcome to the World of Marketing: Creating and Delivering Value | |
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| Strategic Market Planning: Painting the Big Picture | |
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| Thriving in the Marketing Environment: The World is Flat | |
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| Understanding Consumers' Value Needs | |
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| Marketing Research: Gathering, Analyzing and Using Information | |
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| Consumer Behavior: How and Why People Buy | |
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| Business-to-Business Markets: How and Why Organizations Buy | |
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| Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management | |
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| Creating the Value Proposition | |
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| Creating the Product | |
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| Managing the Product | |
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| Services and Other Intangibles: Marketing the Product That Isn't There | |
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| Pricing the Product | |
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| Communicating the Value Proposition | |
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| Catching the Buzz: Promotional Strategy and Integrated Marketing Communication | |
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| Advertising, Sales Promotion, and Public Relations | |
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| Personal Selling, Sales Management and Direct Marketing | |
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| Delivering the Value Proposition | |
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| Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics | |
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| Retailing: Bricks and Clicks | |
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| Qode In Action: Implementing a Marketing Plan | |
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| Sample Marketing Plan: The S&S Smoothie Company | |
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| Marketing Math | |
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| Notes | |
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| Glossary | |
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| Credits | |
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| Index | |
