Financial Times
Michael R. Solomon / Greg Marshall / Elnora Stuart / Bradley Barnes / Vincent-Wayne Mitchell  
Total pages
December 2012
Related Titles

Product detail

Title no longer available

Alternative title

Product Edition Date Price CHF Available
3 July 2019 77.10


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.



Please note that the product you are purchasing does not include MyMarketingLab.




Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.


These are the steps you need to take:

1.  Make sure that your lecturer is already using the system

Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.

2.  Check whether an access card has been included with the book at a reduced cost

If it has, it will be on the inside back cover of the book.

3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273758594)

4.  If your lecturer is using the MyLab and you would like to purchase the product...

Go to to buy access to this interactive study programme.


For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit



New to this Edition

  • New companies featured in Real People, Real Decision cases include Amazon and Bono's RED campaign
  • New end of chapter case studies.
  • Links to new YouTube videos in every chapter
  • New videos of the Real People contributors, hosted in MyMarketingLab.
  • The RED challenge – a joint challenge between Pearson and RED that allows students to take part in a marketing competition to develop a new Product RED.
  • Integration of Brand You into the end of chapter exercises
  • Updated content on sustainability, social media, CRM, marketing in a recession and climate change
  • Updated material on ethics and marketing metrics inserts
  • Expert suggested further reading ('Delve Deeper').

Table of Contents

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

Appendix 1
Appendix 2

Back Cover


Were you looking for the book with access to MyMarketingLab? This product is the book alone, and does NOT come with access to MyMarketingLab. Buy Marketing, Real People, Real Decisions with MyMarketingLab with Pearson eText 2e, (9780273758594) if you need access to the MyLab as well, and save money on this brilliant resource.



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.

Instructor Resources