Marketing: Real People, Real Choices -- MyLab Marketing with Pearson eText

by Michael R. Solomon, Greg Marshall, Elnora Stuart

NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of the MyLab(TM)and Mastering(TM) platforms exist for each title, and registrations are not transferable. To register for and use MyLab or Mastering, you may also need a Course ID, which your instructor will provide. Used books, rentals, and purchases made outside of Pearson If purchasing or renting from companies other than Pearson, the access codes for the MyLab platform may not be included, may be incorrect, or may be previously redeemed. Check with the seller before completing your purchase. For undergraduate principles of marketing courses. This ISBN is for the MyLab access card. Pearson eText is included. 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. Personalize learning with MyLab Marketing By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. For example, Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges.

Genres: Business, Nonfiction, Textbooks, School

9998 pages, Printed Access Code

First published November 1, 1996

Reviews

[Sarah · Rating 3 out of 5]

This really deserves a 3.5, but it is what it is.

I'll be honest: I didn't read all of this. I probably won't until I have an extensive break. Regardless, what I did read helped to emphasize what I did- and still am- learning in class. A lot of the time the chapters were too long. It's my only real complaint.

Conclusion

Definitely a must-read for those taking beginner marketing classes. It gives you a good foundation in what is to come later on or so I'm told.

[Sarah · Rating 3 out of 5]

I mean it was a textbook and it helped me ace my Marketing class sooo 🤷🏼‍♀️

[emily.reads16 · Rating 3 out of 5]

3 stars

[Kari · Rating 2 out of 5]

They have done a good amount of editing to make the book easy to review and reference, but the ethics subsections and case scenarios lack much of a point. It seemed like the authors were trying to make this an all-in-one course, but they would have done better to simply write a textbook and allow an instructor to create lessons from the material. Also, the digital labs (separate purchase) use some of the same language, but do not relate well to the material, and they praise correct answers but fail to explain student mistakes.

[Carmen · Rating 3 out of 5]

Inaccurate on a lot of info- for example, VF has never owned Ralph Lauren. Ever. They're a huge competitor actually.

[Vsevolod · Rating 3 out of 5]

Good for marketing knowledge acquiring. But nit suitable for passing the module at uni.

[Doug Taylor · Rating 1 out of 5]

Blah. Marketing: the pseudo-scientific part of business education that tries to prove that people really are no more than a pig, in a cage, on antibiotics.

[#1NubWagon Hicks · Rating 2 out of 5]

Horrible editing for a text book. Run together words, misspelled words and the like. I felt less intelligent after reading it.