Marketing: Real People, Real Choices by Michael R. SolomonMarketing: Real People, Real Choices by Michael R. Solomon

Marketing: Real People, Real Choices

byMichael R. Solomon, Greg W. Marshall, Elnora W. Stuart

Paperback | January 4, 2017

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For undergraduate Principles of Marketing courses.


Real people making real choices

Marketing: Real People, Real Choices is 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 readers how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps readers actively learn and retain chapter content, so they know what’s happening in the world of marketing today.

 

Also available with MyLab Marketing

MyLab™ Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.


Marketing: Real People, Real Choices, 9th Edition is also available via Revel™, an interactive learning environment that enables students to read, practice, and study in one continuous experience. 


Note: You are purchasing a standalone product; MyLab Marketing does not come packaged with this content. Students, if interested in purchasing this title with MyLab Marketing, ask your instructor for the correct package ISBN and Course ID. Instructors, contact your Pearson representative for more information.


If you would like to purchase both the physical text and MyLab Marketing, search for:

013463960X / 9780134639604 Marketing: Real People, Real Choices Plus MyLab Marketing with Pearson eText -- Access Card Package

 

Package consists of:

  • 0134292669 / 9780134292663 Marketing: Real People, Real Choices
  • 0134293185 / 9780134293189 MyLab Marketing with Pearson eText -- Access Card -- for Marketing: Real People, Real Choices

 

Michael R. Solomon, PhD, joined the Haub School of Business at Saint Joseph’s University in Philadelphia as Professor of Marketing in 2006. From 2007 to 2013, he also held an appointment as Professor of Consumer Behaviour at the University of Manchester in the United Kingdom. From 1995 to 2006, he was the Human Sciences Professor of ...
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Title:Marketing: Real People, Real ChoicesFormat:PaperbackDimensions:608 pages, 10.8 × 8.5 × 0.9 inPublished:January 4, 2017Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134292669

ISBN - 13:9780134292663

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Table of Contents

PART I. Understand the Value Proposition

1. Welcome to the World of Marketing: Create and Deliver Value

2. Global, Ethical, and Sustainable Marketing

3. Strategic Market Planning

3. Supplement: Build a Marketing Plan

 

PART II. Determine the Value Propositions Different Customers Want

4. Market Research

5. Marketing Analytics: Welcome to the Era of Big Data!

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing and Positioning

 

PART III. Develop the Value Proposition for the Customer

8. Product I: Innovation and New Product Development

9. Product II: Product Strategy, Branding, and Product Management

10. Price: What is the Value Proposition Worth?

10. Supplement: Marketing Math

 

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

13. Promotion I: Advertising and Sales Promotion

14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations

 

APPENDIX A. Marketing Plan: The S&S Smoothie Company

APPENDIX B. Your Future in a Marketing Career