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This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies every day. Learners will come to understand that marketing is about creating valueâfor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.
About: This package contains the following components: -0132177145: Marketing: Real People, Real Choices, Student Value Edition -0132175916: MyMarketingLab with Pearson eText -- Access Card -- for Marketing: Real People Real Choices
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