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Marketing: Real People Real Choices

Marketing: Real People, Real Choices brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues that they have faced in recent times. The authors explain core concepts and theories in Marketing, while allowing the reader to search for the information and then apply it to their own experiences as a consumer, so that they can develop a deeper understanding of how marketing is used every day of the week, in every country of the world. The new third edition is enhanced by a strong focus on Value Creation and deeper coverage of modern marketing communications practices. view full description
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Marketing: Real People, Real Choices brings you and your students into the world of marketing through the use of real companies and the real-life marketing issues that they have faced in recent times.

The authors explain core concepts and theories in Marketing, while allowing the reader to search for the information and then apply it to their own experiences as a consumer, so that they can develop a deeper understanding of how marketing is used every day of the week, in every country of the world.

The new third edition is enhanced by a strong focus on Value Creation and deeper coverage of modern marketing communications practices.

Features

  • Each chapter opens with a Real People Real Choicesfeature. These features introduce a real person who is faced with a range of options relating to how best to market their goods or services. Students are encouraged to choose one of the options provided and to develop their reasoning for this option.
  • Ripped from the headlines! This feature highlights a current example of a marketing activity that originates with material generated by customers rather than company employees.
  • The opening feature is revisited within the chapter with the Real People Other Voicesbox which provides an opportunity for lecturers and students to discuss which option they would choose and why. The chapter ends with the How it Worked Out box where the marketer from the opening feature discusses which option they actually picked and what happened as a result of this choice.
  • In chapters where it is most relevant, a Marketing Metrics box is included. These highlight how marketers measure their activity and the importance of this.
  • Numerous advertisements and marketing images assist in illustrating and providing examples relating to the chapter concepts.
  • Each chapter ends with a Chapter Summary where the key points are concisely explained and Key Terms are highlighted.
  • Each chapter contains a Real People: Real Surfers: Exploring the Web Exercise which provides some critical thinking questions in relation to site content that help to illustrate chapter objectives.
  • Each chapter contains a Marketing Plan Exercise where students are guided to develop elements of a marketing plan in relation to chapter content. Appendix A provides students with a template and instructions to help develop their marketing plans.
  • Completely updated Marketing-In-Action Cases conclude each chapter and highlight marketing challenges faced by organisations.

Instructor Resources include: Instructor’s Manual, Powerpoints, Computerised TestBank, Image Library, Fusion DVD for Aust Marketing videos and access to MyMarketingLab.

New to this edition

  • NEW! Five-part modular structure and streamlined Table of Contents in response to review feedback. This delivers a stronger focus on Value Creation and deeper coverage of modern marketing practices.
  • NEW! Expanded coverage of Marketing Communications in Part 4.
  • NEW! Dedicated chapter on Business-to-Business Marketing, Chapter 6.
  • NEW! ‘Marketing Ethics and Sustainability’ boxes, throughout out the text, now provide examples of products and companies that make ethical and sustainable decisions that not only help the brand but society as well. This addition means that students develop a clearer sense regarding the societal responsibility that comes with a career in marketing.
  • NEW! ‘Cutting Edge’ boxes have been added which feature the latest technological advances and explain how companies are using them in a creative way to get their message to consumers.
  • NEW! Key learning objectives have been highlighted for every chapter.
  • End-of-chapter questions have been included to challenge students—from case studies, to reviewing theory, to short-answer questions, which are the sorts of questions you may see in an exam paper.
  • NEW INSTRUCTOR RESOURCES! An exciting new suite of learning and teaching resources including a restructured Instructor's Manual, which providesTeaching Notes for Tutorials, Lecturers and Assignments, as well as additional questions not featured in the text.

About the Authors

Michael R. Solomon, PhD, joined the Haub School of Business at Saint Joseph’s University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. From 1995 to 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Prior to joining Auburn in 1995, he was Chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon’s primary research interests include consumer behaviour and lifestyle issues; branding strategy; the symbolic aspects of products; the psychology of fashion, decoration and image; services marketing; and the development of visually oriented online research methodologies. He currently sits on the editorial boards of the Journal of Consumer Behaviour, the European Business Review and the Journal of Retailing, and he recently completed a six-year term on the Board of Governors of the Academy of Marketing Science. In addition to other books, he is also the author of Prentice Hall’s text Consumer Behavior: Buying, Having, and Being, which is widely used in universities throughout the world. Professor Solomon frequently appears on television and radio shows such as The Today Show, Good Morning America, Channel One, the Wall Street Journal Radio Network and National Public Radio to comment on consumer behaviour and marketing issues.


Greg W. Marshall, PhD, is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. For three years he also served as Vice President for Strategic Marketing for Rollins. Prior to joining Rollins, he served on the faculties of Oklahoma State University, the University of South Florida and Texas Christian University. He earned a BSBA in Marketing and an MBA from the University of Tulsa, and a Ph.D. in Marketing from Oklahoma State University. Professor Marshall’s research interests include sales force selection, performance and evaluation; decision making by marketing managers; and intraorganisational relationships. He is editor of the Journal of Marketing Theory and Practice and former editor of the Journal of Personal Selling & Sales Management, and currently serves on the editorial boards of the Journal of the Academy of Marketing Science, Journal of Business Research and Industrial Marketing Management. Professor Marshall is a Distinguished Fellow and President of the Academy of Marketing Science, Past-President of the American Marketing Association Academic Division, and a Fellow and PastPresident of the Society for Marketing Advances. His industry experience prior to entering academe includes product management, field sales management, and retail management positions with firms such as Warner-Lambert, the Mennen Company and Target Corporation.

Elnora W. Stuart, PhD, is Professor of Marketing at the University of South Carolina Upstate. Prior to joining USC Upstate in 2008, she was Professor of Marketing and the BP Egypt Oil Professor of Management Studies at the American University in Cairo, Professor of Marketing at Winthrop University in Rock Hill, South Carolina, and on the faculty of the University of South Carolina. She is also a regular visiting professor at Instituto de Empresa in Madrid, Spain. She earned a BA in Theatre/Speech from the University of North Carolina at Greensboro and both a Master of Arts in Journalism and Mass Communication, and a Ph.D. in Marketing, from the University of South Carolina. Professor Stuart’s research has been published in major academic journals including the Journal of Consumer Research, Journal of Advertising, Journal of Business Research and Journal of Public Policy and Marketing. For over 25 years she has served as a consultant for numerous businesses and not-for-profit organisations in the United States and in Egypt.

Andrew Hughes is a lecturer in marketing at the Research School of Management at the Australian National University in Canberra, where he has taught several marketing units, including ‘Introduction to Marketing’, for over ten years at both undergraduate and postgraduate levels. Prior to his academic career he worked in marketing management and strategy for some of Australia’s biggest organisations in the financial, industrial and services marketing sectors. Andrew’s research interests include television advertising, emotions in marketing, personal branding, political marketing, non-profit marketing and sports marketing. He has published numerous papers on political marketing and branding, and is a regular media commentator on all things marketing, achieving an ANU media award for his work.

Bill Chitty taught marketing units to undergraduate and graduate Masters students at the Murdoch Business School for 20 years. He recently retired but maintains a research interest in marketing communications and consumer behaviour in services marketing. He has co-authored texts on integrated marketing communications and services marketing; his research papers have been published in the Journal of Marketing Communications, the Journal of Internet Business Studies, Marketing Intelligence and Planning and Psychology and Marketing; and several refereed conference papers have been presented at various academic conferences in Australia and overseas. Prior to joining Murdoch University, Bill was employed as a marketing manager in the telecommunications industry responsible for the market development and demand targets for network products.

Contents

Part 1: Make Marketing Value Decisions 
1. Welcome to the World of Marketing: Creating and Delivering Value 
2. Strategic Market Planning: Taking the Big Picture 
3. Thriving in the Marketing Environment: The World Is Flat 
Part 2: Understand Consumers’ Value Needs 
4. Marketing Research: Gathering, Analysing and Using Information 
5. Consumer Behaviour: How and Why We Buy 
6. Business-to-business Markets: How and Why Organisations Buy 
7. Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management 
Part 3: Create the Value Proposition 
8. Creating and Managing Products 
9. Services and Other Intangibles: Marketing a Product that Isn’t There 
10. Pricing the Product 
Part 4: Communicate the Value Proposition 
11. One-to-many: Advertising, Consumer Sales Promotion and Public Relations 
12. One-to-one: Trade Promotion, Data-driven Marketing and Personal Selling 
13. Many-to-many: Online Marketing Communication and New Media 
Part 5: Deliver the Value Proposition 
14. Delivering Value through Supply Chains and Logistics

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