This pack consists of the following items:
- 'Marketing: Real People, Real Choices' ISBN13: 9781442525207
- 'Strategic Communication: Cases in Marketing, Public Relations, Advertising and Media' ISBN13: 9781442555495
Keeping it Real
Marketing: Real People, Real Choices again brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues that they have faced in recent times.
Few texts can rival Marketing: Real People, Real Choices in providing your students first-hand analysis of the real issues they can face as they embark on their careers in marketing. This unique approach encourages students to think both critically and 'outside the box'.
Marketing: Real People, Real Choices can be packaged with MyMarketingLab, an exciting online, interactive learning tool designed to help lecturers keep students engaged in the course while providing students with access to additional resources such as videos, an eText and interactive diagrams.
Ch 1 Welcome to the World of Marketing: Creating and Delivering Value
Ch 2 Strategic Planning & the Marketing Environment: The Advantage is Undeniable
Ch 3 Marketing Information & Research: Analysing the Business Environment Offline & Online
Ch 4 Consumer and Organisational Behaviour: How and Why People and Organisations Buy
Ch 5 Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
Ch 6 Creating and Managing Products
Ch 7 Pricing the Product
Ch 8 Integrated Marketing Communications: Advertising & Sales Promotion
Ch 9 Other Elements of IMC: Direct Marketing, Internet Marketing, Personal Selling, Public Relations & Sponsorships
Ch 10 Distribution, Logistics and Retailing
Ch 11 Services Marketing
Ch 12 Global Marketing
Ch 13 Ethics and Regulations in Marketing
Lecturers: Does this table of contents fit your course?
This text has been written to facilitate ease of customisation. Talk to your Sales Representative today about building a custom book that will specifically address the needs of your unit.
NEW! Real People Real Choices case studies have been updated with brand new material and companies, including the UK Chartered Institute of Marketing, Oaktree Foundation, Etiko Fair Trade, and many more.
NEW! Ethics boxes that integrate ethics coverage, on topics pulled from the headlines are now included in every chapter so students can see that ethics are important in every aspect of Marketing.
NEW! One of the most significant (and still evolving) marketing stories today--the avalanche of consumer-generated marketing--is highlighted in the Everyday Marketing boxes throughout the chapters.
NEW! The coverage of services marketing, marketing plan, social responsibility and marketing ethics has been significantly increased.
NEW! Extended material on the Marketing Plan and Marketing Maths will be available online.