Marketing: Real People, Real Choices (3rd Edition) [Paperback]

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

Book Description

ISBN-10: 0130351342 | ISBN-13: 978-0130351340 | Publication Date: October 29, 2002 | Edition: 3

For undergraduate courses in Principles of Marketing. Why do students love this book? This is the only book that makes marketing REAL to them by using real people-real marketers. Like most introductory books, all fundamental marketing concepts are covered with an emphasis on emerging topics, but this is the only book where students get up close and personal with real marketers. In each chapter, students learn marketing fundamentals plus explore a particular challenge that a real marketer has faced, see the choices available, find out what other marketers suggest, and discover the choice made-and the results of this choice. This is marketing on the front lines-from a personal, not a company, perspective. This is not a book that sees as its mission getting students to memorize key terms. It's a book that is conversational and lively, that helps students think like real marketers. The authors developed the Third Edition and its teaching resource package with extensive input and ideas from instructors, students, and marketing professionals from around the world.

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

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.

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Product Details

• Paperback: 656 pages
• Publisher: Prentice Hall; 3 edition (October 29, 2002)
• Language: English
• ISBN-10: 0130351342
• ISBN-13: 978-0130351340
• Product Dimensions: 10.8 x 8.5 x 1 inches
• Shipping Weight: 3 pounds
• Average Customer Review: 4.2 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #135,639 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.