Marketing: Real People, Real Choices : Study Guide [Paperback]

Michael R. Solomon (Author), Elnora W. Stuart (Author)

Book Description

ISBN-10: 0130136271 | ISBN-13: 978-0130136275 | Publication Date: March 2000 | Edition: 2

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 * Continue with the Innocent Fruitstock music festival that you launched four years ago * Stage a smaller scale family-friendly village fete instead * 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.

--This text refers to an alternate Paperback edition.

Editorial Reviews

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 --This text refers to an out of print or unavailable edition of this title.

From the Publisher

Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner. --This text refers to the Hardcover edition.

See all Editorial Reviews

Product Details

• Paperback
• Publisher: Prentice Hall; 2 edition (March 2000)
• Language: English
• ISBN-10: 0130136271
• ISBN-13: 978-0130136275
• Product Dimensions: 11.2 x 8.2 x 0.5 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #3,210,636 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

14 of 14 people found the following review helpful:

5.0 out of 5 stars An excellent Intro to Marketing Text, December 24, 2002

By 

"bradmetz" (the University of Ottawa) - See all my reviews

This review is from: Marketing: Real People, Real Decisions (Hardcover)

This text gives a great overview of the many aspects of marketing. The text explains all aspects in great theoretical detail with an abundance of real world examples to clearify each point. The text is up to date and the real people, real decisions stories are quite interesting and fitting to the subject of their respective chapters.

The book was easy to read and all important points are highlighted and defined in the page margins.

The study guide which comes with the text helps students remember the key points of each chapters by providing a brief summary of the chapter followed by a number questions of all different types.

This is the second administration text book that I have bought from Pearson Education and I would recommend this book for anyone who is taking or planning on taking an introduction to marketing course at the University or College level or even for those who just wish to know more about the topic of marketing.

1 of 1 people found the following review helpful:

4.0 out of 5 stars Big Savings over U.S. version, February 7, 2011

By 

E. RHYNE Jr. - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing: Real People, Real Choices (Paperback)

I saved big by buying an used International version of this textbook. The printed quality of some of the pages was a little blurry, but otherwise the book was in very good condition.

The product was accurately described and shipping was super-fast. I placed the order on the 5th and had the book 3 business days later. I couldn't be happier!

The following note is not part of the review, it is just to inform people who are interested in buying this INTERNATIONAL VERSION:

Other sellers & sites describe this version as being identical to the U.S. version, except for the front cover. That's not entirely true. The international version is 22 pages off. For example, page 50 of the U.S. version would be page 72 of the international version.

1 of 1 people found the following review helpful:

5.0 out of 5 stars great book, June 23, 2010

By 

Jine Liu (Sacramento, CA,USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing: Real People, Real Choices (6th Edition) (Paperback)

The book is really precise at the term explanations, good examples demonstrate the terms, some interesting aspects of current business world. I like this book a lot, it helped me to get an A in my marketing class.