Marketing
Real People, Real Decisions
2nd Edition
Published on 10. December 2012
Book
Paperback/Softback
664 pages
978-0-273-75816-7 (ISBN)
Description
Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day. Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product, or about how to make a product so irresistible that it flies off store shelves. With this book, the authors show how marketing can come alive when practiced by real people who make real choices.
Imagine you are Dr Steve Perry, Commercial Director of Visa Europe the world's leading electronic payment system and one of the top ten sponsors of the Olympics, Para Olympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
Join over 11 million students benefiting from Pearson MyLabs.
This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.
These are the steps you need to take:
1. Make sure that your lecturer is already using the system
Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.
2. Check whether an access card has been included with the book at a reduced cost
If it has, it will be on the inside back cover of the book.
3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273758594)
4. If your lecturer is using the MyLab and you would like to purchase the product...
Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.
For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
Imagine you are Dr Steve Perry, Commercial Director of Visa Europe the world's leading electronic payment system and one of the top ten sponsors of the Olympics, Para Olympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?
Please note that the product you are purchasing does not include MyMarketingLab.
MyMarketingLab
Join over 11 million students benefiting from Pearson MyLabs.
This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.
These are the steps you need to take:
1. Make sure that your lecturer is already using the system
Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system.
2. Check whether an access card has been included with the book at a reduced cost
If it has, it will be on the inside back cover of the book.
3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273758594)
4. If your lecturer is using the MyLab and you would like to purchase the product...
Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme.
For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
More details
Edition
2nd edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 265 mm
Width: 195 mm
Thickness: 20 mm
Weight
1222 gr
ISBN-13
978-0-273-75816-7 (9780273758167)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
07/2019
3rd Edition
Pearson Education Limited
€106.65
Shipment within 10-20 days
Persons
Michael R Solomon is Professor of Marketing at the Haub School of Business at Saint Joseph's University in Philadelphia.
Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida and also Professor of Marketing & Strategy at Aston Business School.
Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.
Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield.
Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.
Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida and also Professor of Marketing & Strategy at Aston Business School.
Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.
Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield.
Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.
Content
Chapter 1: What is Marketing?
Chapter 2: Strategy and environment
Chapter 3: Marketing Research
Chapter 4: Consumer Behaviour
Chapter 5: Business-to-Business Marketing
Chapter 6: Segmentation, Targeting, Positioning and CRM
Chapter 7: Creating the Product
Chapter 8: Managing the Product
Chapter 9: Services Marketing
Chapter 10: Pricing the Product
Chapter 11: Integrated Marketing Communications
Chapter 12: Advertising and PR
Chapter 13: Sales Promotions and Sales Management
Chapter 14: Retail and Distribution
Appendix 1
Appendix 2
Chapter 2: Strategy and environment
Chapter 3: Marketing Research
Chapter 4: Consumer Behaviour
Chapter 5: Business-to-Business Marketing
Chapter 6: Segmentation, Targeting, Positioning and CRM
Chapter 7: Creating the Product
Chapter 8: Managing the Product
Chapter 9: Services Marketing
Chapter 10: Pricing the Product
Chapter 11: Integrated Marketing Communications
Chapter 12: Advertising and PR
Chapter 13: Sales Promotions and Sales Management
Chapter 14: Retail and Distribution
Appendix 1
Appendix 2