Marketing: Real People, Real Choices - Hardcover

Solomon, Michael R.; Stuart, Elnora

Hardcover

ISBN 10: 0130351342 ISBN 13: 9780130351340

Publisher: Pearson, 2002

Synopsis

 

For undergraduate courses in Principles of Marketing.

Why do students love this book? This is the only book that makes marketing REAL to them by using real people–real marketers. Like most introductory books, all fundamental marketing concepts are covered with an emphasis on emerging topics, but this is the only book where students get up close and personal with real marketers. In each chapter, students learn marketing fundamentals plus explore a particular challenge that a real marketer has faced, see the choices available, find out what other marketers suggest, and discover the choice made–and the results of this choice. This is marketing on the front lines–from a personal, not a company, perspective. This is not a book that sees as its mission getting students to memorize key terms. It's a book that is conversational and lively, that helps students think like real marketers. The authors developed the Third Edition and its teaching resource package with extensive input and ideas from instructors, students, and marketing professionals from around the world.

About this title

From the Back Cover

So what makes this book unique?
It's not just what we say, it's also how we say it

You'll be encouraged to focus less on memorizing definitions and more on understanding the importance of marketing. We'll take you behind the scenes in every chapter and introduce you to real marketers and explore real choices they've made. Students and instructors tell us time and again that no other book brings students closer to experiencing real marketing. We think you'll agree. The personal approach brings marketing to life.

Edition details

• Publisher: Pearson
• Publication date: 2002
• Language: English
• ISBN 10: 0130351342
• ISBN 13: 9780130351340
• Binding: Hardcover
• Edition number: 3
• Number of pages: 616