For undergraduate principles of marketing courses.

This ISBN is for the Pearson eText access card.

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 10th 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.

Pearson eText is a simple-to-use, mobile-optimized, personalized reading experience that can be adopted on its own as the main course material. It lets students highlight, take notes, and review key vocabulary all in one place, even when offline. Seamlessly integrated videos and other rich media engage students and give them access to the help they need, when they need it. Educators can easily customize the table of contents, schedule readings and share their own notes with students so they see the connection between their eText and what they learn in class -- motivating them to keep reading, and keep learning. And, reading analytics offer insight into how students use the eText, helping educators tailor their instruction.

NOTE: Pearson eText is a fully digital delivery of Pearson content and should only be purchased when required by your instructor. This ISBN is for the Pearson eText access card. In addition to your purchase, you will need a course invite link, provided by your instructor, to register for and use Pearson eText.

Michael R. Solomon is a current marketing instructor, teaching Principles of Marketing, Consumer Behavior, and other Marketing courses at St. Joseph’s University. Michael ‘wrote the book’ on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world. Michael’s other Pearson texts are Marketing: Real People, Real Choices (Principles of Marketing) and Better Business (Intro to Business).

Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (CrossFit, Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.

Greg W. Marshall, PhD, is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College in Winter Park, Florida. For three years, he also served as vice president for strategic marketing for Rollins. Before joining Rollins, he was on the faculty of Oklahoma State University, the University of South Florida, and Texas Christian University. He also holds a visiting professorship in the Marketing Group at Aston Business School, Birmingham, United Kingdom. Professor Marshall earned a BSBA in marketing and an MBA from the University of Tulsa and a PhD in marketing from Oklahoma State University. His research interests include sales management, marketing management decision making, and intraorganizational relationships. He is editor-in-chief of the Journal of Marketing Theory and Practice and former editor of the Journal of Personal Selling & Sales Management and currently serves on the editorial boards of the Journal of the Academy of Marketing Science, the Journal of Business Research, and Industrial Marketing Management. Professor Marshall is a member of the board of directors of the American Marketing Association, past president of the American Marketing Association Academic Division, a distinguished fellow and past president of the Academy of Marketing Science, and a distinguished fellow and past president of the Society for Marketing Advances. His industry experience prior to entering academe includes product management, field sales management, and retail management positions with firms such as Warner-Lambert, the Mennen Company, and Target Corporation.

Elnora W. Stuart,Professor of Marketing, Associate Dean, and William S. Moore Palmetto Professorship in Student Professional and Career Success at the George Dean Johnson, Jr., College of Business and Economics (JCBE) at the University of South Carolina Upstate. Prior to joining the JCBE, Elnora was Professor of Marketing, AACSB Coordinator and BP Egypt Oil Professor of Management Studies at the American University in Cairo. From 2006 to 2010 she also was Visiting Professor of Marketing at Instituta de Empresa (IE) in Madrid, Spain. For 14 years, she taught at Winthrop University where she was Professor of Marketing and the William H. Grier Professor of Business Administration.

Prior to joining Winthrop, she was a research associate and instructor for the University of South Carolina (Columbia). In 2000, she taught as an adjunct professor of marketing for the Robins College of Business at Georgia State University. Elnora’s research has been published in major academic journals, including the Journal of Consumer Research, the Journal of Advertising, the Journal of Business Research, and the Journal of Public Policy and Marketing.

Some of her most exciting adventures include: Rafting through the Grand Canyon for 8 days, spending 8 years living and working in Cairo -- was like Disney World, always something to see and do, on Safari in Kenya and Tanzania, walking the Great Wall in China, and being a co-author of Marketing: Real People, Real Choices for over 20 years.

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

    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 Big Data!

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?

      Supplement: Marketing Math

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks

13. Promotion I: Advertising One to Many Marketing Communications

14. Promotion II: Social Media Marketing and Other Communication Tools

Appendix Marketing Plan: The S&S Smoothie Company