Calvary University
Faculty of Economic and Management Sciences
|
Calvary University
Faculty of Economic and Management Sciences |
|
Marketing:
Edition 4
Brief DescriptionFor the Principles of Marketing course. 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.
Why do students love this book? This is the only book that makes marketing REAL to them by using real people—real marketers. Like most introductory books, all fundamental marketing concepts are covered with an emphasis on emerging topics, but this is the only book where students get up close and personal with real marketers. In each chapter, students learn marketing fundamentals plus explore a particular challenge that a real marketer has faced, see the choices available, find out what other marketers suggest, and discover the choice made—and the results of this choice. FeaturesQ: How do you make marketing really come alive for your students? Would you like the book to help? NEW–Real People, Real Choices executive vignettes - This is the only text to introduce marketing from the perspective of real people making real marketing decisions at leading companies every day. In each chapter, a real marketer it highlighted and students are asked to consider a dilemma the marketer recently faced as well as three options the marketer had to choose from, and then decide which option they would choose and why. The end result: students don't just read about marketing, they meet real marketers and make marketing decisions -- they experience marketing. Some of the 15 new Real People:
Q: Would you like to have students experience marketing in ways that get them to think differently? NEW–Brand You student supplement - Consider how we often talk about ourselves in marketing terms. We “position” ourselves for job interviews and tell our friends not to “sell themselves short.” The Brand You student resource covers the most effective ways to market yourself in today's competitive marketplace. At the end of most chapters, students are reminded to refer to this guide, and how marketing yourself relates to fundamental marketing concepts. For example: p. 26, p. 92, p. 161. OTHER POINTS OF DIFFERENTIATIONQ: As today's businesses demand more accountability, what if a book showed students how marketers add value to a company and how that value can be quantified? New to this EditionWould you prefer a principles of marketing book that's hands-on oriented and shows decision-making as it's done by real marketers? NEW–Marketing Metric boxes - In almost every chapter these emphasize value and marketing metrics such as return-on-investment (ROI), and provide students with real examples of how marketers calculate ROI based on their actions and how value can be quantified. Examples: Measuring brand equity (p.280), the most popular marketing metrics (p. 40), marketing ROI (p.144), customer service scorecard (p. 25). Q: Would you like your students to have more practical resources on how to write and develop a strategic marketing plan? NEW–Tear-out marketing plan template - Provides a framework to help students organize marketing concepts by chapter and create a customized marketing plan. Tied to the book and fully-executed in Appendix B (Chapter 2). Appendix A, "Implementing a Marketing Plan" is also new and ties back to the UnderArmour executive featured in Chapter 2. Q: Would a cross-disciplinary feature that shows how marketing affects, and is affected by, other departments help your classes of majors and non-majors? NEW–Across the Hall sidebars - Professors from around the country who teach in subject areas other than marketing weigh in on the Real People, Real Choices vignettes and explain how marketing affects, and is affected by, disciplines such as human resources, logistics, and economics. Q: Do you look for a text that’s current and reflects the latest marketing terminology? NEW–Fully updated examples and coverage throughout: Some examples:
NEW—Coverage of ethical business behavior and social responsibility-Reflects lessons learned from Enron, Worldcom, and Parmalet cases (Chapter 3). Contents
Companion Website:http://www.prenhall.com/solomon Reader Review(s)"A fun look at marketing principles...examples are current and interesting, very relatable to students." — Trinity University reviewer "Appears to be more to the point than other marketing texts while not leaving out important information." — Boston University reviewer "Students sometimes cannot easily make the connection between what they learn in the classroom and how these concepts are applied in businesses. The Real People/Real Choices storyline allows them to glimpse into how these concepts are applied by people who make such decisions everyday." — University of South Alabama reviewer "I like the focus on real people and the short vignettes that include students, professors, and professionals. Very nice. I really like this text's approach. It's fun to see the advice given and the ultimate solution to the problem." — Western Michigan University reviewer "The writing style draws students into the book. They don't find themselves listing 6 steps for this and 7 steps for that. The CRM discussion is the best of all textbooks we reviewed." — Macomb CC reviewer "It appears, dare I say, fun. It is very current and has examples today's students can relate to." — Montgomery CC reviewer "This is great!!! Real People, Real Choices is an excellent way to frame the material. It incorporates real time, real life examples of the concepts in the book." — Johnson & Wales reviewer "The tone of the book is a bit more conversational. Students would like this text." — Mississippi State reviewer "Great! The RPRC approach is very entertaining and an interesting way to engage the reader." — Wichita State University reviewer
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