Marketing (3^rd Ed.) Real People, Real Decisions

Marketing: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.

Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.

The 3^rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what?s happening in the world of marketing today.

This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.

1. Marketing, planning and strategy

2. Global, ethical and sustainable marketing

3. Marketing research

4. Consumer behavior

5. B2B Marketing and sales

6. Segmentation, targeting and positioning

7. Creating the product

8. Managing the product

9. Services marketing

10. Pricing the product

11. Integrated marketing communications

12. Retail and distribution