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Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart present undergraduate students with a relatable introductory text in their work entitled Marketing: Real People, Real Choices (7th Edition), ISBN 9780132176842. This text offers a unique approach to marketing providing students with a look into the real world of the field through the viewpoints of...
Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart present undergraduate students with a relatable introductory text in their work entitled Marketing: Real People, Real Choices (7th Edition), ISBN 9780132176842. This text offers a unique approach to marketing providing students with a look into the real world of the field through the viewpoints of actual people faced with making marketing decisions at some of the world's leading companies. Large and successful companies such as MTV Europe, Intel, and Marriott are just a few of those presented through vignettes and chapter cases. An intriguing and comprehensible writing style focuses around the implementation of marketing concepts as well as their importance and meaning in the marketplace. This latest edition integrates various revisions and additions including expanded information on marketing metrics, today's new approach to advertising and promotions, and an extended focus on the relationship between marketing principles and the real world. A wide array of effective instructional tools is also included such as boxes on real-life marketers and decisions they make, on entrepreneurs and their products, and on ethical issues. Other features are chapter summaries, key terms, review questions, Internet and other projects, cases with questions, and a math appendix, plus color photos. Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart offer readers a plethora of topics in their book Marketing: Real People, Real Choices (7th Edition). Subjects presented include strategic planning, decision making in a new era of marketing, the international marketing environment, marketing information and research, consumer markets, business-to-business markets, and marketing segmentation. Other topics discussed include creating and managing the product, marketing of intangible products, pricing the products, pricing methods, retailing and direct marketing, connecting with the consumer, advertising, sales promotion and public relations, and finally, personal selling and sales force management.
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