Marketing: Real People, Real Choices

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.