Marketing: Real People, Real Choices, 12th edition

Published by Pearson (October 28, 2024) © 2025

  • Michael R. Solomon Saint Joseph's University
  • Greg W. Marshall Rollins College
  • Elnora W. Stuart The University of South Carolina Upstate
  • Janée N. Burkhalter Saint Joseph's University
  • Brad Carlson Saint Louis University

eTextbook on Pearson+

ISBN-13: 9780138116255 (2024 update)
per month
Pay monthly or
pay undefined one-time
Buy nowOpens in a new tab
Instant access

Access details

  • Instant access once purchased
  • Pay by the month or upfront. Minimum 4-month subscription
  • Anytime, anywhere learning with the Pearson+ app
  • 14-day refund guarantee

Features

  • Search, highlight and take notes
  • Listen as you read with audio
  • Watch embedded videos with select titles
  • Easily create flashcards
  • Access to partners and offers
Products list
$79.99
Rent nowOpens in a new tab
Currently unavailable

Details

  • A print text you can rent
  • Fulfilled by eCampus.com
  • Option to keep after rental expires

Currently unavailable

Products list
$109.99
Buy accessOpens in a new tab
14 day temporary access available

Access details

  • Pearson+ eTextbook with study tools
  • Instant access once purchased
  • Register with a Course ID, a link from your instructor or an LMS link (Blackboard™, Canvas™, Moodle or D2L®)

Features

  • Interactive digital learning experience
  • Help when and where you need it
  • Instant feedback on assignments
  • Apps and study tools

Currently unavailable

Products list
$87.99
Buy accessOpens in a new tab
Instant access

Access details

  • Pearson+ eTextbook with study tools
  • Instant access once purchased
  • Register with a Course ID, a link from your instructor or an LMS link (Blackboard™, Canvas™, Moodle or D2L®)

Features

  • Interactive digital learning experience
  • Help when and where you need it
  • Instant feedback on assignments
  • Apps and study tools

Currently unavailable

Marketing: Real People, Real Choices introduces marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Described by students as a “great read,” it shows how marketing plays out in contemporary organizations. You’ll benefit from practice and guidance in making marketing decisions and even establishing a personal brand.

The 12th Edition remains a field leader in marketing analytics and metrics, with significantly expanded applications of these concepts in topical chapters. Coverage of digital and social media marketing has also been heavily revised, as more firms seek expertise in these high-demand skills. Additionally, the authors examine the role of AI and other technology disruptors in shaping the future of marketing.

PART 1: UNDERSTAND THE VALUE PROPOSITION

  1. Welcome to Marketing in the Modern World: Create and Deliver Value
  2. Global, Ethical, and Sustainable Marketing
  3. Strategic Market Planning

PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT

  1. Market Research
  2. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
  3. Understand Consumer Markets
  4. Segmentation, Target Marketing, and Positioning

PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER

  1. Product I: Innovation and New Product Development
  2. Product II: Product Strategy, Branding, and Product Management
  3. Price: What Is the Value Proposition Worth?

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

  1. Physical Distribution Concepts and Business-to-Business Markets
  2. Deliver the Customer Experience
  3. Promotion I: Planning and Advertising
  4. Promotion II: Social Media Platforms and Other Promotion Elements
  • Appendix: Marketing Plan: The S&S Smoothie Company

Need help? Get in touch