Marketing: Real People, Real Choices, 11th edition

Published by Pearson (September 7, 2021) © 2022

  • 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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ISBN-13: 9780136827757 (2021 update)
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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 you 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. These include value, analytics and metrics, and ethical and sustainable marketing. It also emphasizes the importance of branding oneself and highlights how the concepts you learn in class apply directly to your own personal marketing plan. With this text, you'll take an active approach to understanding marketing through decision making and be 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

  1. Market Research
  2. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
  3. Understand Consumer and Business 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?
    • Chapter 10 Supplement: Marketing Math

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

  1. Deliver the Goods: Determine the Distribution Strategy
  2. 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

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