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For undergraduate Principles of Marketing courses. Real people making real choices 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 every day. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. The 9th 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. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Marketing: Real People, Real Choices, Global Edition

• Title Page


• Copyright Page


• Brief Contents


• Contents


• Preface


• Part 1 Understand the Value Proposition


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


• Real People, Real Choices: Here?s my problem . . .


• Marketing: What Is It?


• ?Marketing Is the Activity, Institutions, and Processes . . .?


• ?. . . for Creating, Communicating, Delivering, and Exchanging: The Marketing Mix . . .?


• ? . . . Offerings . . .?: What Can We Market?


• ? . . . Value for Customers . . .?


• When Did Marketing Begin? The Evolution of a Concept


• The Production Era


• The Sales Era


• The Relationship Era


• The Triple-Bottom-Line Orientation


• What?s Next in the Evolution of Marketing?


• Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World


• The value of Marketing and the Marketing of value


• Value from the Customer?s Perspective


• Value from the Seller?s Perspective


• Value from Society?s Perspective


• Marketing as a Process


• Objective Summary ? Key Terms ? Apply


• Chapter Questions and Activities


• Marketing in Action Case: Real Choices at Coca-Cola


• Chapter 2: Global, Ethical, and Sustainable Marketing ........................


• Real People, Real Choices: Here?s my problem . . .


• Take a Bow: Marketing on the Global Stage


• World Trade


• Should We Go Global?


• Consider Your Competitive Advantage


• Understand International, Regional, and Country Global Trade Controls


• Initiatives in International Cooperation and Regulation


• Protected Trade: Quotas, Embargoes, and Tariffs


• Economic Communities


• Analyze the External Marketing Environment


• The Economic Environment


• The Competitive Envir