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Marketing: Real People, Real Choices, Global Edition, 11th edition

Published by Pearson (July 29, 2024) © 2024

  • Michael R. Solomon Saint Joseph's University
  • Greg W. Marshall Rollins College
  • Elnora W. Stuart The University of South Carolina Upstate
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For undergraduate principles of marketing courses.

Companies don’t make decisions. People do.

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. Timely and relevant, this reader-friendly text shows students how marketing concepts are implemented, and the impacts they can have on a company. Featuring new information, examples, and assessment, the 11th Edition continues its focus on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what’s happening in the world of marketing today.

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
  • Chapter 3 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 Data-Driven Insights!
  • 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?
  • Chapter 10 Supplement: Marketing Math

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

  • 11. Deliver the Goods: Determine the Distribution Strategy
  • 12. Customer Experience
  • 13. Promotion I: Planning and Advertising
  • 14. Promotion II: Social Media Platforms and Other Promotion Elements
  • Appendix: Marketing Plan: The S&S Smoothie Company

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