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Marketing Real People, Real Choices

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ISBN-10: 0132577534

ISBN-13: 9780132577533

Edition: 7th 2012

Authors: Michael G. Solomon, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart

List price: $224.67
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Description:

Real people, real choices–give students a real feel for marketing. 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. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace. The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.
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Book details

List price: $224.67
Edition: 7th
Copyright year: 2012
Publisher: Pearson Higher Education & Professional Group
Publication date: 6/6/2011
Binding: Mixed Media
Pages: 600
Size: 8.40" wide x 10.70" long x 0.90" tall
Weight: 2.684
Language: English

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University, Philadelphia, USA.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He also serves as Vice President for Strategic Marketing for Rollins College. He earned his Ph.D. in Business Administration from Oklahoma State University, taking a marketing major and management minor, and holds a BSBA in marketing and MBA from the University of Tulsa. Prior to joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. Prior to returning to school for his doctorate, Greg’s managerial industry experience included thirteen…    

Brock Smith, PhD ndash; University of Victoria After graduating from UBC in 1984, Brock worked for IBM Canada in a variety of sales and marketing positions in Vancouver and Calgary. He left IBM to complete a PhD in marketing from the Ivey School of Business. Brock joined UVic in 1991 and teaches marketing and entrepreneurship courses at the undergraduate, graduate, and executive program levels. In addition to his teaching and scholarly activities, Brock is involved in select consulting projects. Recent clients include Tourism Victoria, Carmanah Technologies, Industry Canada, and the Victoria 2006 Tall Ships Society. Brock has also been involved in the development of online course materials…    

Make Marketing Value Decisions
Welcome to the World of Marketing: Create and Deliver Value
Strategic Market Planning: Take the Big Picture
Thrive in the Marketing Environment: the World Is Flat
Understand Consumers' Value Needs
Marketing Research: Gather, Analyze, and Use Information
Consumer Behavior: How and Why We Buy
Business-to-Business Markets: How and Why Organizations Buy
Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management
Create the Value Proposition
Create the Product
Manage the Product
Services and Other Intangibles: Marketing the Product That Isn't There
Price the Product
Communicate the Value Proposition
Old and New Media: From One to Many to Many to Many
Advertising, Sales Promotion, and Public Relations: One to Many
Personal Selling, Sales Management, and Direct Marketing: One to One
Deliver the Value Proposition
Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics
Retailing: Bricks and Clicks
Marketing Plan: the S&S Smoothie Company
Marketing Math