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Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. KEY TOPICS: Understand the Value Proposition; Welcome to the World of Marketing; Global, Ethical and Sustainable Marketing;Strategic Market Planning; Determine the Value Propositions Different Customers Want; Basics of the Market Research Process; Marketing Analytics: Welcome to the Era of Big Data!(6. Understand Consumer and Business Markets(7. Segmentation, Target Marketing and Positioning; Develop the Value Proposition for the Customer; Product I: Innovation and New Product Development; Product II: Product Strategy, Branding, and Product Management; Price: What is the Value Proposition Worth?; Deliver and Communicate the Value Proposition; Deliver the Goods: Determine Distribution Strategy; Deliver the Customer Experience: Bricks and Clicks; Promotion I: Advertising, Sales Promotion, and Public Relations; Promotion II: Social Media, Direct/Database Marketing, and Personal; Careers in Marketing; Sample Marketing Plan MARKET: For anyone interested in a career in marketing.