Marketing: Real People Real Choices, 3rd edition

Published by Pearson (September 12, 2013) © 2014

  • Michael R. Solomon Saint Joseph's University
  • Andrew Hughes Australian National University
  • Bill Chitty Murdoch Business School
  • Greg W. Marshall Rollins College
  • Elnora W. Stuart The University of South Carolina Upstate
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Title overview

For principles of marketing courses

Marketing: Real People, Real Choices brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues that they have faced in recent times.

The authors explain core concepts and theories in Marketing, while allowing the reader to search for the information and then apply it to their own experiences as a consumer, so that they can develop a deeper understanding of how marketing is used every day of the week, in every country of the world.

The 3rd edition is enhanced by a strong focus on Value Creation and deeper coverage of modern marketing communications practices.

Table of contents

  • Part 1: Make Marketing Value Decisions
  • 1. Welcome to the World of Marketing: Creating and Delivering Value
  • 2. Strategic Market Planning: Taking the Big Picture
  • 3. Thriving in the Marketing Environment: The World Is Flat
  • Part 2: Understand Consumers' Value Needs
  • 4. Marketing Research: Gathering, Analysing and Using Information
  • 5. Consumer Behaviour: How and Why We Buy
  • 6. Business-to-business Markets: How and Why Organisations Buy
  • 7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
  • Part 3: Create the Value Proposition
  • 8. Creating and Managing Products
  • 9. Services and Other Intangibles: Marketing a Product that Isn't There
  • 10. Pricing the Product
  • Part 4: Communicate the Value Proposition
  • 11. One-to-many: Advertising, Consumer Sales Promotion and Public Relations
  • 12. One-to-one: Trade Promotion, Data-driven Marketing and Personal Selling
  • 13. Many-to-many: Online Marketing Communication and New Media
  • Part 5: Deliver the Value Proposition
  • 14. Delivering Value through Supply Chains and Logistics

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