I. MAKING MARKETING VALUE DECISIONS.

1. Virtual Value: Welcome to the World of Marketing.
2. Strategic Planning: Making Choices in a Wired World.
3. Decision Making in the New Era of Marketing: Ethics Quality and the Marketing Environment.
4. Think Globally and Act Locally: Marketing in a Multinational Environment.

II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE.

5. Marketing Information and Research: Analyzing the Business Environment Offline and Online.
6. Why People Buy: Consumer Behavior and Peer-to-Peer E-Commerce.
7. Why Organizations Buy: Business-to-Business Markets and B2B E-Commerce.
8. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management.

III. CREATING THE VALUE OFFER.

9. Creating the Product.
10. Managing the Product.
11. Marketing What Isn't There: Intangibles and Services.
12. Pricing the Product.
13. Pricing Methods.

IV. COMMUNICATING THE VALUE OFFER.

14. Conversing with the Customer: Promotional Strategy, Interactive Marketing and Database Marketing.
15. Advertising, Direct Marketing and M-Commerce.
16. Public Relations, Sales Promotion and Personal Selling.

V. DELIVERING THE VALUE OFFER.

17. Value Chain Management: Channels of Distribution, Logistics and Wholesaling.
18. Offline Retailing and B2C E-Commerce.
Appendix A: A Sample Marketing Plan: Computer Friendly Stuff.
Appendix B: Marketing Math.
Glossary.
Company/Name Index.
Subject Index.

Reviews

"A fun look at marketing principles...examples are current and interesting, very relatable to students." – Trinity University reviewer

"Appears to be more to the point than other marketing texts while not leaving out important information." – Boston University reviewer

"Students sometimes cannot easily make the connection between what they learn in the classroom and how these concepts are applied in businesses. The Real People/Real Choices storyline allows them to glimpse into how these concepts are applied by people who make such decisions everyday." – University of South Alabama reviewer

"I like the focus on real people and the short vignettes that include students, professors, and professionals. Very nice. I really like this [text's] approach. It's fun to see the advice given and the ultimate solution to the problem." – Western Michigan University reviewer

"The writing style draws students into the book. They don't find themselves listing 6 steps for this and 7 steps for that. The CRM discussion is the best of all textbooks we reviewed." – Macomb CC reviewer

"It appears, dare I say, fun. It is very current and has examples today's students can relate to." – Montgomery CC reviewer

"This is great!!! [Real People, Real Choices] is an excellent way to frame the material. It incorporates real time, real life examples of the concepts in the book." – Johnson & Wales reviewer

"The tone of the book is a bit more conversational. Students would like this text." – Mississippi State reviewer

"Great! [The RPRC approach] is very entertaining and an interesting way to engage the reader." – Wichita State University reviewer

Table of Contents

Reviews