Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day. Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product, or about how to make a product so irresistible that it flies off store shelves. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.
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Chapter 1: What is Marketing?
Chapter 2: Strategy and environment
Chapter 3: Marketing Research
Chapter 4: Consumer Behaviour
Chapter 5: Business-to-Business Marketing
Chapter 6: Segmentation, Targeting, Positioning and CRM
Chapter 7: Creating the Product
Chapter 8: Managing the Product
Chapter 9: Services Marketing
Chapter 10: Pricing the Product
Chapter 11: Integrated Marketing Communications
Chapter 12: Advertising and PR
Chapter 13: Sales Promotions and Sales Management
Chapter 14: Retail and Distribution
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Imagine you are Dr Steve Perry, Commercial Director of Visa Europe the world’s leading electronic payment system and one of the top ten sponsors of the Olympics, Paralympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?
Your options are…
· Target large trans-european banks
· Target each country one at a time
· Target a combination of bank and country
…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 Royal Mail, Amazon and Bono’s RED campaign. 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.
“This is an excellent, informative, comprehensive, and meticulously structured marketing textbook. It is packed with excellent and interesting real-life case studies and examples of marketing in practice. Clearly, it offers a brilliant combination of marketing theory and practice.” Dr 'Tunji Gbadamosi, University of East London
“ An excellent introduction to marketing theory and practice. The innovative approach is refreshing and adds value by showing the challenges of implementing marketing in real life.” Dr Elisabeth Brüggen, Assistant Professor, Maastricht University, School of Business and Economics
"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
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 and also Professor of Marketing & Strategy at Aston Business School.
Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.
Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield.
Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.