Marketing: Solomon Study Guide: Real People, Real Choices

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9780131016378: Marketing: Solomon Study Guide: Real People, Real Choices

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…

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

  2. Stage a smaller scale family-friendly village fete instead

  3. 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 you find out 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.

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Review:


"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


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Solomon, Michael R.
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Solomon, Michael R.
Published by Prentice Hall (2003)
ISBN 10: 0131016377 ISBN 13: 9780131016378
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