Marketing: Real People, Real Decisions

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9780130460868: Marketing: Real People, Real Decisions

Appropriate for four-year and two-year undergraduate courses in Principles of Marketing.

No other book brings students closer to doing real marketing. Each chapter introduces a decision maker, describes the marketing decisions they faced in a small case study within the chapter, and then concludes with the decisions that were made. Within this framework the text explores such cutting-edge topics as e-commerce and the technological revolution, integrated marketing communications, and entrepreneurship. With the explosion of new marketing technologies today, students are as likely to end up working for small, new, dynamic firms as they are to be employed by the traditional big companies. The text therefore covers not only the Four Ps and other marketing basics, but also introduces students to the new era of social and environmental awareness, singling out companies that conduct business ethically and return value to society. The text also addresses such themes as the importance of building relationships with customers and developing a global perspective.

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"A fun look at marketing principles...examples are current and interesting, very relatable to students." — Trinity University reviewer

"Appears to be more to the point than other marketing texts while not leaving out important information." — Boston University reviewer

"Students sometimes cannot easily make the connection between what they learn in the classroom and how these concepts are applied in businesses. The Real People/Real Choices storyline allows them to glimpse into how these concepts are applied by people who make such decisions everyday." — University of South Alabama reviewer

"I like the focus on real people and the short vignettes that include students, professors, and professionals. Very nice. I really like this [text's] approach. It's fun to see the advice given and the ultimate solution to the problem." — Western Michigan University reviewer

"The writing style draws students into the book. They don't find themselves listing 6 steps for this and 7 steps for that. The CRM discussion is the best of all textbooks we reviewed." — Macomb CC reviewer

"It appears, dare I say, fun. It is very current and has examples today's students can relate to." — Montgomery CC reviewer

"This is great!!! [Real People, Real Choices] is an excellent way to frame the material. It incorporates real time, real life examples of the concepts in the book." — Johnson & Wales reviewer

"The tone of the book is a bit more conversational. Students would like this text." — Mississippi State reviewer

"Great! [The RPRC approach] is very entertaining and an interesting way to engage the reader." — Wichita State University reviewer

From the Back Cover:

Imagine you are Jamie Mitchell, "chief squeezer" at Innocent, the biggest smoothie brand in the UK and an entrepreneurial phenomenon. Things are going well but you must reward the commitment and passion of your customers. You need an idea that reinforces all their expectations of the brand; it’s got to be natural, friendly and ethical.

Your options are…

Continue with the Innocent Fruitstock music festival that you launched four years ago

Stage a smaller scale family-friendly village fete instead

Do nothing for a year and invest in a bigger event next time

…What would you do?

Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Arsenal football club, Hilton Hotels and Electrolux. You’ll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explain what decision they would have made in the same situation, before discovering how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and "metrics" underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life.

"A very good introduction to the real experiences met by professional marketers…that illustrates the complex intellectual challenge found in solving particular dilemmas"

Keith Fletcher, Director of Education at the Chartered Institute of Marketing

"Significantly different to other introductory marketing texts, it is much fresher, more engaging and more innovative than most."

Andy Fennell, Chief Marketing Officer, DIAGEO

"Should be essential reading on marketing degree programmes"

Anthony Willis, University of Surrey

"It brings marketing to life and brings life to marketing. It is a feet-on-the-ground text, which comprehensively covers all the standard marketing theories, updates them to modern living, but, MOST IMPORTANTLY acknowledges that despite all the theory, reality is different and challenging"

Marilyn Hunt, University of Worcester

"An excellent introduction to marketing… comprehensive with a contemporary focus, it highlights the importance of marketing metrics but is still a pleasure to read – a unique combination."

Lisa Bruggen, Maastricht University

"Refreshingly in touch with the many real issues and problems involved in marketing"

Jocelyn Hayes, The University of York

Use your access code to enter MyMarketingLab, the brand new online learning environment that diagnoses your individual strengths and weaknesses before building you a customized study plan. You’ll watch video interviews, hear Podcasts and audio bulletins, access an e-book version of your textbook and engage with interactive challenges, before tracking your own progress within the online gradebook.

The Authors

Michael R Solomon is Professor of Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida.

Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.

Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.

Bradley Barnes is the Hong Kong Alumni Endowed Chair Professor of International Management at the Kent Business School, University of Kent.

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Elnora W. Stuart, Auleen Carson, J. Smith, Michael Solomon
Published by Pearson Canada, Toronto (2002)
ISBN 10: 0130460869 ISBN 13: 9780130460868
New Hardcover Quantity Available: 1

Book Description Pearson Canada, Toronto, 2002. Hardcover. Book Condition: New. Bookseller Inventory # DADAX0130460869

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