Marketing: Real People, Real Choices
Why do students love this book? This is the only book that makes marketing real to them by using real people - real marketers. Like most introductory books, all fundamental marketing concepts are covered with an emphasis on emerging topics, but this is the only book where students get up close and personal with real marketers. In each chapter, students learn marketing fundamentals plus explore a particular challenge that a real marketer has faced, see the choices available, find out what other marketers suggest, and discover the choice made - and the results of this choice. This is marketing on the front lines - from a personal, not a company, perspective. This is not a book that sees as its mission getting students to memorize key terms. It's a book that is conversational and lively, that helps students think like real marketers.
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LibraryThing ReviewUser Review - MLJLibrary - LibraryThing
Brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues they have faced in recent times. Andrew Hughes, Australian National University; Bill Chitty, Murdoch Business School; Geoff Fripp, University of Sydney. Read full review