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 everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace.

The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

Table of Contents
Part 1: Make Marketing Value Decisions

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value

Chapter 2. Strategic Market Planning: Take the Big Picture

Chapter 3. Thrive in the Marketing Environment: The World Is Flat

Part 2: Understand Consumers’ Value Needs

Chapter 4. Marketing Research: Gather, Analyze, and Use Information

Chapter 5. Consumer Behavior: How and Why We Buy

Chapter 6. Business-to-Business Markets: How and Why Organizations Buy

Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Part 3: Create the Value Proposition

Chapter 8. Create the Product

Chapter 9. Manage the Product

Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There

Chapter 11. Price the Product

Part 4: Communicate the Value Proposition

Chapter 12. Old and New Media: From One to Many to Many to Many

Chapter 13. Advertising, Sales Promotion, and Public Relations: One to Many

Chapter 14. Personal Selling, Sales Management, and Direct Marketing: One to One

Part 5: Deliver the Value Proposition

Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics

Chapter 16. Retailing: Bricks and Clicks

Appendix A: Marketing Plan: The S&S Smoothie Company

Appendix B: Marketing Math