About the Book
For undergraduate principles ofmarketing courses.
Companies don’t make decisions.People do.
Marketing: Real People, Real Choices is the only text to introduce marketing fromthe perspective of real people, who make real marketingdecisions, at leading companies every day. Timely and relevant, thisreader-friendly text shows students how marketing concepts are implemented, andthe impacts they can have on a company. Featuring new information, examples,and assessment, the 11th Edition continues its focus on thecore issues every marketer needs to know, including value, analytics andmetrics, and ethical and sustainable marketing. It also emphasizes theimportance of branding oneself and shows students how the concepts they learnin class apply directly to their own personal marketing plan. With this text,students take an active approach to understanding marketing through decisionmaking and are well equipped to tackle what’s happening in the world ofmarketing today.
Table of Contents:
PART 1: UNDERSTAND THE VALUE PROPOSITION
1. Welcome to the World of Marketing: Create and Deliver Value
2. Global, Ethical, and Sustainable Marketing
3. Strategic Market Planning
Supplement: Build a Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
4. Market Research
5. Marketing Analytics: Welcome to the Era of Big Data!
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation and New Product Development
9. Product II: Product Strategy, Branding, and Product Management
10. Price: What Is the Value Proposition Worth?
Supplement:Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
11. Deliver the Goods: Determine the Distribution Strategy
12. Deliver the Customer Experience: Goods and Services via Bricksand Clicks
13. Promotion I: Advertising One to Many Marketing Communications
14. Promotion II: Social Media Marketing and Other CommunicationTools
Appendix Marketing Plan: The S&S Smoothie Company
About the Author :
Michael R. Solomon, PhD, joined the Haub School ofBusiness at Saint Joseph’s University in Philadelphia as Professor of Marketingin 2006. From 2007 to 2013, he also held an appointment as Professor ofConsumer Behaviour at the University of Manchester in the United Kingdom. From1995 to 2006, he was the Human Sciences Professor of Consumer Behavior atAuburn University. Before joining Auburn in 1995, he was chairman of theDepartment of Marketing in the School of Business at Rutgers University, NewBrunswick, New Jersey. Professor Solomon’s primary research interests includeconsumer behavior and lifestyle issues; branding strategy; the symbolic aspectsof products; the psychology of fashion, decoration, and image; servicesmarketing; and the development of visually oriented online researchmethodologies. He currently sits on the editorial boards of the Journalof Consumer Behaviour, the Journal for the Advancement ofMarketing Education, the Journal of Marketing Theory and Practice,and Critical Studies in Fashion and Beauty. In addition to otherbooks, he is also the author of Pearson’s text Consumer Behavior:Buying, Having, and Being, which is widely used in universities throughoutthe world. Professor Solomon frequently appears on television and radio shows,such as The Today Show, Good Morning America, ChannelOne, the Wall Street Journal Radio Network, and NationalPublic Radio to comment on consumer behavior and marketing issues. He also is aregular Contributor at Forbes.com.
Greg W. Marshall, PhD, is the Charles HarwoodProfessor of Marketing and Strategy in the Crummer Graduate School of Businessat Rollins College in Winter Park, Florida. For three years, he also served asvice president for strategic marketing for Rollins. Before joining Rollins, hewas on the faculty of Oklahoma State University, the University of SouthFlorida, and TCU. He also holds a visiting professorship in the Marketing Groupat Aston Business School, Birmingham, United Kingdom. Professor Marshall earneda BSBA in marketing and an MBA from the University of Tulsa and a PhD inmarketing from Oklahoma State University. His research interests include salesmanagement, marketing management decision making, and intraorganizationalrelationships. He is editor-in-chief of the European Journalof Marketing and former editor of the Journal of MarketingTheory and Practice and the Journal of Personal Selling & SalesManagement. He currently serves on the editorial boards of the Journalof the Academy of Marketing Science, the Journal of BusinessResearch, and Industrial Marketing Management. ProfessorMarshall is past president of the American Marketing Association AcademicCouncil, a distinguished fellow and past president of the Academy of MarketingScience, and a distinguished fellow and past president of the Society forMarketing Advances. In 2018 he received the Lifetime Achievement Award from theAmerican Marketing Association Selling and Sales Management Special InterestGroup (SIG) and in 2019 he received the Circle of Honor Award from the DirectSelling Education Foundation. His industry experience before entering academeincludes product management, field sales management, and retail managementpositions with firms such as Warner-Lambert, the Mennen Company, and Target Corporation.
Elnora W. Stuart, PhD, having most recently servedas Professor of Marketing and Associate Dean of the George Dean Johnson, Jr.College of Business and Economics at the University of South CarolinaUpstate,is now Distinguished Professor Emerita, University of South Carolina.She continues to teach, consult, and conduct research. Prior to joining USCUpstate in 2008, she was professor of marketing and the BP Egypt Oil Professorof Management Studies at the American University in Cairo, professor ofmarketing at Winthrop University in Rock Hill, South Carolina, and on thefaculty of the University of South Carolina. She has also been a regularvisiting professor at Instituto de Empresa in Madrid, Spain and LandshutCollege of Applied Sciences in Landshut, Germany. She earned a BA in theaterand speech from the University of North Carolina at Greensboro and both an M.A.in journalism and mass communication and a PhD in marketing from the Universityof South Carolina. Professor Stuart’s research has been published in majoracademic journals, including the Journal of Consumer Research,the Journal of Advertising, the Journal of BusinessResearch, the Journal of Public Policy and Marketing, the Journalof Promotion Management, and the International Journal of Pharmaceutical andHealthcare Marketing. For over 25 years, she has served as a consultant fornumerous businesses and not-for-profit organizations in the United States andin Egypt.
