Marketing : Real People, Real Choices (Paperback)

Table contents

**Part 1: MAKING MARKETING VALUE DECISIONS

Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value

Chapter 2: Strategic Market Planning: Painting the Big Picture

Chapter 3: Thriving in the Marketing Environment: The World is Flat


**Part 2: UNDERSTANDING CONSUMERS’ VALUE NEEDS

Chapter 4: Marketing Research: Gathering, Analyzing and Using Information

Chapter 5: Consumer Behavior: How and Why People Buy

Chapter 6: Business-to-Business Markets: How and Why Organizations Buy

Chapter 7: Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management


**Part 3: CREATING THE VALUE PROPOSITION

Chapter 8: Creating the Product

Chapter 9: Managing the Product

Chapter 10: Services and Other Intangibles: Marketing the Product That Isn’t There

Chapter 11: Pricing the Product



**Part 4: COMMUNICATING THE VALUE PROPOSITION

Chapter 12: Catching the Buzz: Promotional Strategy and Integrated Marketing Communication

Chapter 13: Advertising, Sales Promotion, and Public Relations

Chapter 14: Personal Selling, Sales Management and Direct Marketing



**Part 5: DELIVERING THE VALUE PROPOSITION

Chapter 15: Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics

Chapter 16: Retailing: Bricks and Clicks



Appendix A: Qode In Action: Implementing a Marketing Plan

Appendix B: Sample Marketing Plan: The S&S Smoothie Company

Appendix C: Marketing Math


Notes; Glossary; Credits; Index