A celebration of the best of New Zealand marketing.
Marketing: real people, real choices introduces marketing from the perspective of real people making real choices. Each chapter introduces a real marketer in a real New Zealand organisation faced with a range of real-life choices on how best to market their products. The reasons behind the marketing decisions they make becomes the platform to introduce students to the fundamentals of marketing in a real world. Throughout the text students are encouraged to think critically.
Marketing: real people, real choices is suitable for students studying introductory marketing courses.
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Marketing: Real People, Real Choices can be packaged with MyMarketingLab, an exciting online, interactive learning tool designed to help lecturers keep students engaged in the course while providing students with access to additional resources such as videos and interactive diagrams. Visit pearsoned.co.nz/mymarketinglab
Chapter 1 Welcome to the world of marketing: creating and delivering value
Chapter 2 Strategic planning and the marketing environment: the advantage is undeniable
Chapter 3 Marketing information and research: analysing the business environment offline and online
Chapter 4 Consumer and organisational behaviour: how and why people and organisations buy
Chapter 5 Sharpening the focus: target marketing strategies and customer relationship management
Chapter 6 Creating and managing products
Chapter 7 Pricing the product
Chapter 8 Integrated marketing communications
Chapter 9 Distribution, logistics and retailing
Chapter 10 Services marketing
Chapter 11 Global marketing
Chapter 12 Law, self-regulation and responsible marketing
New Zealand author
Jan Charbonneau is a lecturer in marketing at Massey University in Palmerston North. She currently teaches international marketing, marketing strategy, and electronic and mobile marketing, and has also spent many years teaching consumer behaviour, and advertising and promotion. Jan has previously taught marketing at the undergraduate, postgraduate and MBA levels in Canada, Hong Kong and Australia. She has published articles on topics such as survey research methodology and ambush marketing in international publications including Public Opinion Quarterly, eLaw Journal and International Journal of Sports Marketing and Sponsorship, and has presented her research at conferences in Australasia, North America and Europe. Jan has worked in the financial services sector and continues to consult widely in marketing. In addition to an Honours degree and an MBA from Queen’s University in Canada and an LLB from QUT in Australia, she is currently working on a Master of Laws degree by external study.
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