Description

Features

For the Principles of Marketing course.  

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day.

"How do you make marketing really come alive for your students?  Would you like the book to help?"

• NEW—Real People, Real Choices executive vignettes -  This is the only text to introduce marketing from the perspective of real people making real marketing decisions at leading companies every day.  In each chapter, a real marketer is highlighted and students are asked to consider a dilemma the marketer recently faced as well as three options the marketer had to choose from, and then decide which option they would choose and why.  The end result: students don't just read about marketing, they meet real marketers and make marketing decisions -- they experience marketing.   Some of the 15 new Real People:
  • Jeff Taylor, CEO, Monster.com
  • Steve Battista, Director of Brand Marketing, Under Armour
  • Que Gaskins, VP of Global Marketing for RBK, Reebok
  • Mario Polit, Manager of Marketing for Sedans, Infiniti Division, Nissan North America    
  • Robyn Eichenholz, Senior Brand Manager, Universal Theme Park      
  • Matt Ferguson, Vice President, Price/McNabb Integrated Communications   
  • Esther Ferre, Senior Account Supervisor, IBM. 

"Would you like to have students experience marketing in ways that will get them to think differently?"

• NEW—Brand You student supplement - Consider how we often talk about ourselves in marketing terms.  We “position” ourselves for job interviews and tell our friends not to “sell themselves short.”  The Brand You student resource covers the most effective ways to market yourself  in today's competitive marketplace. At the end of most chapters, students are reminded to refer to this guide, and how marketing yourself relates to fundamental marketing concepts.  For example: p. 26, p. 92, p. 161. 

OTHER POINTS OF DIFFERENTIATION:

"As today's businesses demand more accountability, what if a book showed students how marketers add value to a company and how that value can be quantified?"

• NEW—Marketing Metric boxes - In almost every chapter these emphasize value and marketing metrics such as return-on-investment (ROI), and provide students with real examples of how marketers calculate ROI based on their actions and how value can be quantified.   Examples: Measuring brand equity (p. 280), the most popular marketing metrics (p. 40), marketing ROI (p.144), customer service scorecard (p. 25).

"Would you like your students to have more practical resources on how to write and develop a strategic marketing plan?"

• NEW—Tear-out marketing plan template - Provides a framework to help students organize marketing concepts by chapter and create a customized marketing plan. Tied to the book and fully-executed in Appendix B (Chapter 2).  Appendix A, "Implementing a Marketing Plan" is also new and ties back to the UnderArmour executive featured in Chapter 2.

"Would a cross-disciplinary feature that shows how marketing affects, and is affected by, other departments help your classes of majors and non-majors?"

• NEW—Across the Hall  sidebars - Professors from around the country who teach in subject areas other than marketing weigh in on the Real People, Real Choices vignettes and explain how marketing affects, and is affected by, disciplines such as human resources, logistics, and economics. 

"Do you look for a text that’s current and reflects the latest marketing terminology?"

• NEW—Fully updated examples and coverage throughout:    Some examples:
  • The new definition of marketing adopted by the American Marketing Association in 2004 (Chapter 1). 
  • New CRM approaches to marketing-Includes differential competency and lifetime value of the customer, value chains, and marketing ROI (Chapter 1). 
  • NEW–Coverage of ethical business behavior and social responsibility-Reflects lessons learned from Enron, Worldcom, and Parmalet cases (Chapter 3). 

“Are you using or interested in using a simulation to complement your principles of marketing textbook?”

• NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!

New To This Edition

"Would you prefer a principles of marketing book that's hands-on oriented and shows decision-making as it's done by real marketers?"

• NEW—Real People, Real Choices executive vignettes -  This is the only text to introduce marketing from the perspective of real people making real marketing decisions at leading companies every day.  In each chapter, a real marketer is highlighted and students are asked to consider a dilemma the marketer recently faced as well as three options the marketer had to choose from, and then decide which option they would choose and why.  The end result: students don't just read about marketing, they meet real marketers and make marketing decisions -- they experience marketing.   Some of the 15 new Real People:
  • Jeff Taylor, CEO, Monster.com
  • Steve Battista, Director of Brand Marketing, Under Armour
  • Que Gaskins, VP of Global Marketing for RBK, Reebok
  • Mario Polit, Manager of Marketing for Sedans, Infiniti Division, Nissan North America    
  • Robyn Eichenholz, Senior Brand Manager, Universal Theme Park      
  • Matt Ferguson, Vice President, Price/McNabb Integrated Communications   
  • Esther Ferre, Senior Account Supervisor, IBM. 

"As today's businesses demand more accountability, what if a book showed students how marketers add value to a company and how that value can be quantified?"

• NEW—Marketing Metric boxes - Appear in almost every chapter and emphasize value and various marketing metrics such as return-on-investment (ROI).   Provides students with real-life examples of how marketers are calculating ROI based on their actions and how value can be quantified.   Examples: Measuring brand equity (p.280), the most popular marketing metrics (p. 40), marketing ROI (p.144), customer service scorecard (p. 25).

"Would you like your students to have more practical resources on how to write and develop a strategic marketing plan?"

• NEW—Tear-out marketing plan template - Provides a framework to help students organize marketing concepts by chapter and create a customized marketing plan. Tied to the book and fully-executed in Appendix B (Chapter 2).  Appendix A, "Implementing a Marketing Plan" is also new and ties back to the UnderArmour executive featured in Chapter 2.

"Would your students benefit from a guide that shows them how to market themselves in today's competitive job market?"

• NEW—Brand You student supplement - Consider how we often talk about ourselves in marketing terms.  We “position” ourselves for job interviews and tell our friends not to “sell themselves short.”  The Brand You student resource covers the most effective ways to market yourself  in today's competitive marketplace. At the end of most chapters, students are reminded to refer to this guide, and how marketing yourself relates to fundamental marketing concepts.  For example: p. 26, p. 92, p. 161. 

"Would a cross-disciplinary feature that shows how marketing affects, and is affected by, other departments help your classes of majors and non-majors?"

• NEW—Across the Hall  sidebars - Professors from around the country who teach in subject areas other than marketing weigh in on the Real People, Real Choices vignettes and explain how marketing affects, and is affected by, disciplines such as human resources, logistics, and economics. 

"Do you look for a text that’s current and reflects the latest marketing terminology?"

• NEW—Fully updated examples and coverage throughout:    Some examples:
  • The new definition of marketing adopted by the American Marketing Association in 2004 (Chapter 1). 
  • New CRM approaches to marketing-Includes differential competency and lifetime value of the customer, value chains, and marketing ROI (Chapter 1). 
  • NEW–Coverage of ethical business behavior and social responsibility-Reflects lessons learned from Enron, Worldcom, and Parmalet cases (Chapter 3). 

Table of Contents

I. MAKING MARKETING VALUE DECISIONS.

  1. Welcome to the World of Marketing: Creating and Delivering Value.

  2. Strategic Planning and the Marketing Environment: The Advantage is Undeniable.

  3. Think Globally/Act Ethically.

II. IDENTIFYING MARKETS AND UNDERSTANDING CUSTOMERS' NEEDS FOR VALUE.

  4. Marketing Information and Research: Analyzing the Business Environment Off-Line and Online.

  5. Consumer Behavior: How and Why People Buy.

  6. Business-to-Business Markets: How and Why Organizations Buy.

  7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management.

  8. Creating the Product.

  9. Managing the Product.

10. Services and Other Intangibles: Marketing the Product that isn't there.  

11. Pricing the Product.

12. Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing.

13. Advertising and Public Relations: The Beginnings of Marketing Communications.

14. Sales Promotion, Personal Selling, and Sales Management.

15. Creating Value through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling.

16. Retailing: Bricks and Clicks.

Appendix A: Implementing Marketing Plans

Appendix B: Sample Marketing Plan

Appendix C: Marketing Math

Courses

Principles of Marketing - Two-Year and Four-Year  (Marketing)

Next Edition(s)

• Marketing: Real People, Real Choices, 7/E
  Solomon, Marshall & Stuart
  ©2012  |  Prentice Hall  |  Paper; 600 pp  |  Instock
  ISBN-10: 013217684X  |  ISBN-13: 9780132176842
  Suggested retail price: $186.67  Buy from myPearsonStoreNet price: $140.00  (What's this?)Brief Description  | 

  

  For undergraduate Principles of Marketing courses.

   

  Real people, real choices–give students a real feel for marketing.

   

  Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace.

   

  The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world.

   

  MyMarketingLab New Design is now available for this title!  MyMarketingLab New Design offers: 

  • One Place for All of Your Courses. Improved registration experience and a single point of access for instructors and students who are teaching and learning multiple MyLab/Mastering courses.
  • A Simplified User Interface.  The new user interface offers quick and easy access to Assignments, Study Plan, eText & Results, as well as additional option for course customization.
  • New Communication Tools. The following new communication tools can be used to foster collaboration, class participation, and group work.
  • Email: Instructors can send emails to their entire class, to individual students or to instructors who has access to their course.
  • Discussion Board: The discussion board provides students with a space to respond and react to the discussions you create. These posts can also be separated out into specific topics where students can share their opinions/answers and respond to their fellow classmates’ posts.
  • Chat/ ClassLive: ClassLive is an interactive chat tool that allows instructors and students to communicate in real time. ClassLive can be used with a group of students or one-on-one to share images or PowerPoint presentations, draw or write objects on a whiteboard, or send and received graphed or plotted equations. ClassLive also has additional classroom management tools, including polling and hand-raising.
  • Enhanced eText. Available within the online course materials and offline via an iPad app, the enhanced eText allows instructors and students to highlight, bookmark, take notes, and share with one another.

  More Info
  

• Marketing: Real People, Real Choices, 6/E
  Solomon, Marshall & Stuart
  ©2009  |  Prentice Hall  |  Paper; 640 pp  |  Instock
  ISBN-10: 0136054218  |  ISBN-13: 9780136054214
  Suggested retail price: $186.67  Net price: $140.00  (What's this?)Brief Description  | 

  

  For undergraduate Principles of Marketing courses.
  
  Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.
  
  The new edition is updated to reflect new marketing strategies companies are using to reach today’s increasingly savvy consumers.
  
  

  More Info
  

Companion Website for Marketing: Real People, Real Choices, 4/E
Solomon
©2006  |  Prentice Hall  |  Website  |  Live
ISBN-10: 013145000X  |  ISBN-13: 9780131450004
This online resource is available at no cost at http://www.prenhall.com/solomon.
More Info

OneKey Blackboard, Marketing, 4/E
Solomon
©2006  |  On-line Supplement  |  Version 6.0.11  |  Access Code Required  |  Live
ISBN-10: 0131450034  |  ISBN-13: 9780131450035
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

OneKey CourseCompass, Marketing, 4/E
Solomon, Marshall & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Live
ISBN-10: 0131861387  |  ISBN-13: 9780131861381
Online purchase price: $35.00  |  Students, buy access Take a Tour  |  More Info

OneKey WebCT, Marketing, 4/E
Solomon & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Version 3.8X  |  Live
ISBN-10: 0131449982  |  ISBN-13: 9780131449985
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

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Companion Website for Marketing: Real People, Real Choices, 4/E
Solomon
©2006  |  Prentice Hall  |  Website  |  Live
ISBN-10: 013145000X  |  ISBN-13: 9780131450004
This online resource is available at no cost at http://www.prenhall.com/solomon.
More Info

OneKey Blackboard, Marketing, 4/E
Solomon
©2006  |  On-line Supplement  |  Version 6.0.11  |  Access Code Required  |  Live
ISBN-10: 0131450034  |  ISBN-13: 9780131450035
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

OneKey CourseCompass, Marketing, 4/E
Solomon, Marshall & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Live
ISBN-10: 0131861387  |  ISBN-13: 9780131861381
Online purchase price: $35.00  |  Students, buy access Take a Tour  |  More Info

OneKey WebCT, Marketing, 4/E
Solomon & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Version 3.8X  |  Live
ISBN-10: 0131449982  |  ISBN-13: 9780131449985
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

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Companion Website for Marketing: Real People, Real Choices, 4/E
Solomon
©2006  |  Prentice Hall  |  Website  |  Live
ISBN-10: 013145000X  |  ISBN-13: 9780131450004
This online resource is available at no cost at http://www.prenhall.com/solomon.
More Info

OneKey Blackboard, Marketing, 4/E
Solomon
©2006  |  On-line Supplement  |  Version 6.0.11  |  Access Code Required  |  Live
ISBN-10: 0131450034  |  ISBN-13: 9780131450035
Online purchase price: $35.00  |  Students, buy access More Info

OneKey CourseCompass, Marketing, 4/E
Solomon, Marshall & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Live
ISBN-10: 0131861387  |  ISBN-13: 9780131861381
Online purchase price: $35.00  |  Students, buy access More Info

OneKey WebCT, Marketing, 4/E
Solomon & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Version 3.8X  |  Live
ISBN-10: 0131449982  |  ISBN-13: 9780131449985
Online purchase price: $35.00  |  Students, buy access More Info

Companion Website for Marketing: Real People, Real Choices, 4/E
Solomon
©2006  |  Prentice Hall  |  Website  |  Live
ISBN-10: 013145000X  |  ISBN-13: 9780131450004
This online resource is available at no cost at http://www.prenhall.com/solomon.
More Info

OneKey Blackboard, Marketing, 4/E
Solomon
©2006  |  On-line Supplement  |  Version 6.0.11  |  Access Code Required  |  Live
ISBN-10: 0131450034  |  ISBN-13: 9780131450035
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

OneKey CourseCompass, Marketing, 4/E
Solomon, Marshall & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Live
ISBN-10: 0131861387  |  ISBN-13: 9780131861381
Online purchase price: $35.00  |  Students, buy access Take a Tour  |  More Info

OneKey WebCT, Marketing, 4/E
Solomon & Stuart
©2006  |  On-line Supplement  |  Access Code Required  |  Version 3.8X  |  Live
ISBN-10: 0131449982  |  ISBN-13: 9780131449985
Online purchase price: $35.00  |  Students, buy access Instructors, request content (at no cost)  |  View Demo  |  More Info

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  ©2012  |  Prentice Hall  |  On-line Supplement  |  Live
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