Summaries and Customer Reviews are supplied by Amazon.com

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 value—for 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.

Average Customer Rating:

Marketing, Real People Real Places	Customer Rating:
I ordered my book on Wednesday and recieved it on Saturday. It was in a good condition as described previous to purchase. Emmeline T

Make Sure ALL pages are there!	Customer Rating:
I purchased this book used on Amazon and a vital page was missing at the end of Chapter 2. It's a page that helps with all chapters in this book. Be sure and check with the seller of this book before purchasing it. You will need this tear-out section!!

the seller wasn't honest

Customer Rating:

I specifically asked the seller if the book doesn't have highlighting because I have a hard time reading a textbook with the chapters highlighted. She said that it doesn't have highlighting and the book is unused with just a slight crack on the cover. When I received the book, most of the chapters were highlighted. The book has been used and looks very old. The cover is worn out and some pages are ripped and folded. I wish that the seller told me the truth.

Awsome book	Customer Rating:
I needed this book for my Marketing class and it is full of real world up to date examples. It is a great book.

bad condition	Customer Rating:
I bought a book from Textcellar and it said on the listing that the book was in a great condition. I paid $50 for the book and it looked like a $5 book. Very bad condition. Looks very badly handled and pages torn off on the corners. If you say it looks like new, it should look like new. I don't think I am gonna buy from you next time.