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Marketing Real People and Real Choices

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ISBN-10: 0130213047

ISBN-13: 9780130213044

Edition: 2nd 2000

Authors: Michael R. Solomon, Elnora W. Stuart

List price: $93.33
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No other book brings students closer to doing real marketing. Students experience real marketing three key ways in the text: through Real People/Real Choices segments, entrepreneurial-focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplement package, including the Living Laboratory website, reinforces the experiential thrust of the text.
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Book details

List price: $93.33
Edition: 2nd
Copyright year: 2000
Publisher: Prentice Hall PTR
Publication date: 8/10/1999
Binding: Hardcover
Pages: 608
Size: 8.50" wide x 11.18" long x 1.06" tall
Weight: 3.168
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.

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…    

Making Marketing Decisions
Welcome to the World of Marketing
Strategic Planning: Making Choices in a Dynamic Environment
Decision Making in the New Era of Marketing: Enriching the Marketing Environment
Think Globally and Act Locally: Marketing in a Multinational Environment
Understanding and Identifying Markets
Marketing Information and Research: Analyzing the Business Environment
Why People Buy: Consumer Behavior
Why Organizations Buy: Business-to-Business Markets
Sharpening the Focus: Target Marketing Strategies
Creating and Managing The Product: Goods and Services
Creating the Product
Managing the Product
Marketing Intangibles and Service
Assigning Value to The Product
Pricing the Product
Pricing Methods
Delivering The Product
Channel Management, Wholesaling, and Physical Distribution: Delivering the Product
Retailing and Electronic Commerce
Communicating About The Product
The Promotion Superhighway
Advertising
Sales Promotion, Public Relations, and Personal Selling
Sample Marketing Plan
Marketing Math
Glossary
Company
Name Index
Subject Index