Marketing: Real People, Real Choices

by Michael R.; Stuart Solomon

For undergraduate courses in Principles of Marketing. 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. This is marketing on the front lines-from a personal, not a company, perspective. This is not a book that sees as its mission getting students to memorize key terms. It's a book that is conversational and lively, that helps students think like real marketers. The authors developed the Third Edition and its teaching resource package with extensive input and ideas from instructors, students, and marketing professionals from around the world.

Genres: Business, Nonfiction, Textbooks, School

656 pages, Hardcover

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.