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其他書名
Real People, Real Choices
出版Prentice Hall, 2000
主題Business & Economics / Advertising & PromotionBusiness & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / General
ISBN01302130479780130213044
URLhttp://books.google.com.hk/books?id=FhYpAQAAMAAJ&hl=&source=gbs_api
註釋For undergraduate courses in principles of marketing. No other book brings students closer to doing real marketing. Marketing principles are introduced through three key ways in the text - through Real People/Real Choices segments, entrepreneurial - focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplements package, including the 'Living Laboratory' website, reinforces the experiential thrust of the text. *Entrepreneurial running case and custom videos - Six part ending cases profile Computer Friendly Stuff, a small start-up company. Issues include packaging, global markets, sales, pricing, internet marketing and new product development. *'Real People, Real Choices' segment in each chapter *Three-part vignettes profile actual marketing people and issues they faced. *'Real People, Bad Choices' boxes in each chapter-Raises ethical concerns in analyzing marketing problems and making choices. *Marketing plan questions conclude each chapter. *Streamlined text. Major marketing issues are covered in a more manageable 18 chapters to ensure that all topics can be covered in a quarter or semester.