Marketing: Real People, Real Choices

by Michael R. Solomon, Elnora W. Stuart, Greg W. Marshall

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companies "every day. "Learners will come to understand that marketing is about "creating value"-for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

Genres: Business, Nonfiction, Textbooks, School

608 pages, Paperback

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.