Marketing: 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 everyday.
Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.
The 3rd European Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what’s happening in the world of marketing today.
This edition features a large number of new cases from prominent marketing academics and professionals from around Europe.
1. Marketing, planning and strategy
2. Global, ethical and sustainable marketing
3. Marketing research
4. Consumer behavior
5. B2B Marketing and sales
6. Segmentation, targeting and positioning
7. Creating the product
8. Managing the product
9. Services marketing
10. Pricing the product
11. Integrated marketing communications
12. Retail and distribution
“This textbook really helps students to understand that marketing is complex and requires a mix of science and art. The combination of case studies and theory provides an excellent basis for out-of-class reading and in class discussion. It is a real pleasure to be able to work with a textbook that students enjoy using and find genuinely informative.” Sallie Phillips, Senior Lecturer in Marketing, University of Bedfordshire
“The ‘real people, real decisions’ by industry experts are really useful as it helps bring to life the theory and what it looks like in a real-life context. In addition, the case studies at the end of each chapter offers a good basis for discussion in-class.” Sheila Malone, Lecturer, Lancaster University
Marketing: 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, giving students an insight into complex decision-making.
As a result, the third edition features numerous examples and cases from prominent marketing academics and professionals from around the world, helping to bring marketing alive through the practice and knowledge of real people.
Easy to read, dynamic and relevant, this text encourages students to engage with marketing concepts on a deeper level, and start thinking and behaving like marketing managers.
International author team brings cross-national perspectives.
Easy to read, dynamic and relevant, this text encourages students to engage with marketing concepts on a deeper level.
BrandYOU feature allows students a unique way of understanding how marketing principles can benefit their career.
Comprehensive sets questions, exercises and assignments give lecturers and students plenty of choice to encourage active learning.
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.
Bradley R. Barnes is Dean and Professor at The Hang Seng University of Hong Kong
Vincent-Wayne Mitchell is Professor of Marketing at The University of Sydney Business School.
Wendy Tabrizi is Head of the Marketing and Strategy Department and a Senior Teaching Fellow at Aston University, Birmingham.