Marketing: Real People, Real Choices, 5/E
Michael R. Solomon, Saint Joseph's University
Greg Marshall
Elnora Stuart

ISBN-10: 0132299208
ISBN-13: 9780132299206

Publisher: Prentice Hall
Copyright: 2007
Format: Paper; 640 pp
Published: 11/28/2006

Suggested retail price: $153.33
Not available for purchase at this time.

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.

For the Principles of Marketing course.

 

Real People, Real Choices: Solomon/Marshall/Stuart is the only book on the markets that allows students to learn marketing by studying the choice of real marketers.

 

 

Q. How do you excite your students about marketing?

Q. How do you help your students connect marketing theory with the decisions real marketers make everyday?

 

Real People, Real Choices vignettes

  • Each chapter opens with a vignette that highlights a real marketer and asks the students to consider a dilemma that marketer faces and presents three options they may choose (ex. pg. 500 Eskimo Joes or pg. 201 Reebok).  There are videos that also highlight these companies.
  • The vignette is weaved throughout the chapter with the Real People, Other Voices (ex. pg 506 and pg 217) which features students and professors from across the country discussing which of the three options highlighted in the opening vignette they would choose and why.
  • At the end of the chapter, the marketer from the opener is revisited in How It Worked Out (ex. pg 530 and pg 228), which talks about which option the marketer choose and what happened as a result of this choice.

 

NEW! End-of-chapter mini-cases: All of the chapter-ending mini-cases have been updated for this edition.  These mini-cases highlight real firms facing marketing challenges.  Questions are included at the end allowing students to put themselves in the shoes of the marketers at the company (ex. pg. 171 Facebook.com)

 

Measuring Value: Marketing Metrics- these boxes throughout the book provide students with real life examples about how companies are measuring the value of their marketing-the return on investment (ex. pg 291 Brand Equity)

 

 

Other Key Points of Differentiation

 

 

Q. How do you help your students complete a marketing plan?

 

  • Easy-to-follow Marketing Plan Template- chapter 2 includes a pull-out template to help student complete a marketing plan, as well as giving them references to where they will find pertinent material in the book.

 

  • In the Chapter 2 opening vignette, Qode, a division of NeoMedia technologies is profiled.  They allow consumers to link to web pages via their cell phones.  In Appendix A (pg 537), there is an interview with the vice president for business development in which he answers key questions about marketing planning.

 

 

 

Q. How do you cover new topics in marketing?

 

NEW! Solomon 5e includes expanded coverage on topics such as:

 

  • Emphasis on customer-generated value (chap. 1, 13)
  • Reorganized coverage of marketing communication materials to show the growing importance of buzz marketing (chap. 12,13,14)
  • Focus on the importance of environmental sustainability as a source of competitive advantage (chap 1, 3)
  • Expanded discussion of the role of design and aesthetics as a factor in new product development (chap 8)
  • More emphasis on the use of marketing metrics and introduction of the ROMI (return on market investment) concept (every chapter)
  • Inclusion of cutting edge topics such as: neuromarketing (chap 4); agent-based modeling (chap 4); prediction markets (chap 4); behavioral targeting (chap 5); mass class (chap 5); clickstream analysis (chap 5); crowdsourcing (chap 7); the “emo” subculture (chap 7); the “long tail” perspective on market segmentation and demand (chap 7); outsourcing and insourcing (chap 15); the “new dominant logic for marketing” perspective on the role of service (chap 10); consumer addiction, consumed consumers, and anticonsumption (chap 1); and fast fashion (chap 16)

 

This text is available for personalization in the PHCBR custom database program.  Select only the chapters you require or supplement with recommended case studies all under one cover.  CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.

 

Q. How do you cover new topics in marketing?

 

NEW! Solomon 5e includes expanded coverage on topics such as:

 

  • Emphasis on customer-generated value (chap. 1, 13)
  • Reorganized coverage of marketing communication materials to show the growing importance of buzz marketing (chap. 12,13,14)
  • Focus on the importance of environmental sustainability as a source of competitive advantage (chap 1, 3)
  • Expanded discussion of the role of design and aesthetics as a factor in new product development (chap 8)
  • More emphasis on the use of marketing metrics and introduction of the ROMI (return on market investment) concept (every chapter)
  • Inclusion of cutting edge topics such as: neuromarketing (chap 4); agent-based modeling (chap 4); prediction markets (chap 4); behavioral targeting (chap 5); mass class (chap 5); clickstream analysis (chap 5); crowdsourcing (chap 7); the “emo” subculture (chap 7); the “long tail” perspective on market segmentation and demand (chap 7); outsourcing and insourcing (chap 15); the “new dominant logic for marketing” perspective on the role of service (chap 10); consumer addiction, consumed consumers, and anticonsumption (chap 1); and fast fashion (chap 16)

 

Q. How do you excite your students about marketing?

Q. How do you help your students connect marketing theory with the decisions real marketers make everyday?

 

 

NEW! End-of-chapter mini-cases: All of the chapter-ending mini-cases have been updated for this edition.  These mini-cases highlight real firms facing marketing challenges.  Questions are included at the end allowing students to put themselves in the shoes of the marketers at the company (ex. pg. 171 Facebook.com)

Part 1:  MAKING MARKETING VALUE DECISIONS

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

Chapter 2:  Strategic Market Planning:  Painting the Big Picture

Chapter 3: Thriving in the Marketing Environment:  The World is Flat

 

 

Part 2:  UNDERSTANDING CONSUMERS’ VALUE NEEDS

Chapter 4:  Marketing Research: Gathering, Analyzing and Using Information

Chapter 5:  Consumer Behavior:  How and Why People Buy

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

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

 

 

Part 3:  CREATING THE VALUE PROPOSITION

Chapter 8:  Creating the Product

Chapter 9:  Managing the Product

Chapter 10: Services and Other Intangibles:  Marketing the Product That Isn’t There

Chapter 11:  Pricing the Product

 

Part 4:  COMMUNICATING THE VALUE PROPOSITION

Chapter 12:  Catching the Buzz: Promotional Strategy and Integrated Marketing Communication

Chapter 13:  Advertising, Sales Promotion, and Public Relations

Chapter 14:  Personal Selling, Sales Management and Direct Marketing  

 

Part 5:  DELIVERING THE VALUE PROPOSITION

Chapter 15:  Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics 

Chapter 16:  Retailing:  Bricks and Clicks

 

Appendix A:  Qode In Action: Implementing a Marketing Plan 

Appendix B:  Sample Marketing Plan: The S&S Smoothie Company

Appendix C:  Marketing Math


Notes; Glossary; Credits; Index

    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.

  • 0131449680Marketing: Real People, Real Choices, 4/E
    Solomon, Marshall & Stuart
    © 2006 | Prentice Hall | Paper; 624 pages | Instock
    ISBN-10: 0131449680 | ISBN-13: 9780131449688
    Brief Description | Buy from myPearsonStore

    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.

  • 0136054218Marketing: Real People, Real Choices, 6/E
    Solomon, Marshall & Stuart
    © 2009 | Prentice Hall | Paper; 640 pages | Instock
    ISBN-10: 0136054218 | ISBN-13: 9780136054214
    Brief Description | Buy from myPearsonStore

View a Sample Chapter PDF:

 

To use the smartcodes showcased in Chapter 2 of Marketing: Real People, Real Choices, 5/E, please follow these instructions:

  1. Download qode. From your cell phone, text "qode" to 47633 (4qode), or go to get.qode.com on your mobile browser and follow the instructions to download the software. If you cannot download the software, you will be directed to a mobile Web page. Bookmark that page.
  2. Open your downloaded qode software, select qode® reader, and click on the smartcode with your mobile camera. Or select qode® window and enter the text or keyword below the smartcode into the entry box.
  3. If you can't download the qode software onto your mobile phone, open the bookmarked qode® window (get.qode.com) from your mobile browser. Then, enter the text or keyword below the smartcode (or a UPC number or other keyword) into the entry box.

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  • 0132299410Marketing: Real People, Real Choices, CourseSmart eTextbook, 5/E
    Solomon, Marshall & Stuart
    © 2007 | Prentice Hall | On-line Supplement; 640 pages | Instock
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    Solomon, Marshall & Stuart
    © 2008 | Prentice Hall | Vital Source; 640 pages | Estimated Availability: 01/01/2007
    ISBN-10: 0136096255 | ISBN-13: 9780136096252

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