Marketing: Real People, Real Decisions First European Edition, with MyMarketingLab Online Access Card - Softcover

Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart; Bradley Barnes; Vincent-Wayne Mitchell

Softcover

ISBN 10: 0273727788 ISBN 13: 9780273727781

Publisher: Financial Times/ Prentice Hall, 2009

Synopsis

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For undergraduate Principles of Marketing courses.
This package includes MyMarketingLab™.
 
Real People, Real Choices
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 everyday.
 
Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace.
 
Fully integrated with MyMarketingLab, the Eighth Edition features a completely reorganized Table of Contents and chapter pedagogy divided in a four-part structure that emphasizes the value proposition and the process of creating and delivering value. This edition presents more information than ever on marketing research and analytics and students are guided through chapter content with new integrated study maps and assessments that help them actively learn and retain content.
 
Personalize Learning with MyMarketingLab.
MyMarketingLab  is an online homework, tutorial, and assessment product designed to improve results by helping students quickly master concepts. Students benefit from self-paced tutorials that feature immediate wrong-answer feedback and hints that emulate the office-hour experience to help keep students on track. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.

0133130592/9780133130591 Marketing: Real People, Real Choices Plus MyMartketingLab with Pearson eText -- Access Card Package, 8/e
Package consists of:
0132948931/9780132948937  Marketing: Real People, Real Choices, 8/e(
0132952343/ 9780132952347 2014 MyMarketingLab with Pearson eText -- Instant Access -- for Marketing: Real People, Real Choices, 8/e

 

 

About this title

From the Publisher

Introduces marketing from a practical, real-world perspective. Fosters the development of students' decision-making skills through the presentation of the most important current trends in marketing thought and practice in an accessible manner.

From the Back Cover

Key Benefit: Introduces marketing from a practical, real-world perspective by fostering the development of decision-making skills through the presentation of the most important current trends in marketing. Key Topics: Provides a real-world emphasis and an anchor for the material presented in the book through the use of "Real People, Real Choices" segments in each chapter. These sections profile a marketing executive and an actual decision he or she had to make. Readers are given the options from which that executive had to choose and are encouraged to assume the role of the profiled executive by making a business decision. Principles of Marketing covers topics that are often given only cursory coverage in other books, including database marketing and integrated marketing; the marketing of "intangibles" such as politics, religion, and celebrities; and social responsibility and ethical decision- making. A conversational writing style and the use of humor make the book easy to read. Market: A valuable book for any business executive who needs to understand the latest trends in marketing.

About this edition

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2009
• ISBN 10: 0273727788
• ISBN 13: 9780273727781
• Binding: Paperback
• Number of pages: 589