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.
An introductory text for undergraduates, bringing students inside large companies such as MTV Europe, Intel, and Marriott, as well as small businesses, through vignettes and chapter cases. Contains sections on marketing decision, markets, creating and managing a product, assigning value, product delivery, and communicating about the product. Unique pedagogical features include boxes on real-life marketers and decisions they make, on entrepreneurs and their products, and on ethical issues. Other aids are chapter summaries, key terms, review questions, Internet and other projects, cases with questions, and a math appendix, plus color photos. This second edition adds an entrepreneurial element, more Internet material, an ongoing end-of-section case, and coverage of electronic commerce. Annotation c. Book News, Inc., Portland, OR (booknews.com)