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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 howmarketing 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. This 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. 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 Decisions

• Cover


• Title Page


• Copyright Page


• Brief contents


• Contents


• Preface


• About the authors


• Acknowledgements


• Publisher?s acknowledgements


• 1 Marketing, planning and strategy


• Real people, real decisions: Meet Michael Baumwall, a decision maker at Twitter


• Objectives


• The value of marketing


• When did marketing begin? The evolution of a concept


• What?s next in the evolution of marketing?


• What can be marketed?


• The value of marketing and the marketing of value


• The dark side of marketing and consumer behaviour


• Business planning: compose the big picture


• Strategic planning: frame the picture


• Functional (marketing) planning: select the setting


• Creating and working with a marketing plan


• Real people, real decisions: How it worked out at Twitter


• Chapter summary


• Key terms


• Chapter review


• Further reading


• Real people, real surfers: Exploring the web


• Marketing plan exercise


• Delve deeper into customer orientation


• Brand YOU: Personal marketing plan


• Marketing in action case: Real decisions at Coca-Cola


• 2 Global, ethical and sustainable marketing


• Real people, real decisions: Meet Keith Sutter, a decision maker at Johnson & Johnson


• Objectives


• Marketing on the global stage


• Understand international, regional and country global trade controls


• Analyse the external marketing environment


• How ?global? should a global marketing strategy be?


• Ethics in marketing planning


• Sustainability: marketers do well by doing good


• Real people, real decisions: How it worked out at Johnson & Johnson


• Chapter summary


• Key terms