Marketing: Real People, Real Decisions pack, plus MyMarketingLab with Pearson eText - Brossura

Michael R Solomon is Professor of Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida.

Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.

Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield.

Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.

Were you looking for the book with access to MyMarketingLab? Buy Marketing: Real People, Real Decisions pack, plus MyMarketingLab with Pearson eText, 2/e (ISBN 9780273758594) and save 40%.

Imagine you are Dr Steve Perry, Commercial Director of Visa Europe  the world’s leading electronic payment system and one of the top ten sponsors of the Olympics, Para Olympics and FIFA World Cup. Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was, how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution?

Your options are...

·   Target large trans-european banks

·   Target each country one at a time

·   Target a combination of bank and country

...What would you do?

Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real-life marketeer at an eclectic range of companies including Royal Mail, Amazon and Bono’s RED campaign. You’ll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explain what decision they would have made in the same situation, before discovering how it worked out. This new and innovative approach will throw you into the exciting decision-making process and help you to understand all the key theories and "metrics" underpinning the discipline, whilst vividly bringing both the principles and practice of marketing to life.

“This is an excellent, informative, comprehensive, and meticulously structured marketing textbook. It is packed with excellent and interesting real-life case studies and examples of marketing in practice. Clearly, it offers a brilliant combination of marketing theory and practice.” - Dr 'Tunji Gbadamosi, University of East London

“ An excellent introduction to marketing theory and practice. The innovative approach is refreshing and adds value by showing the challenges of implementing marketing in real life”. - Dr. Elisabeth Brüggen, Assistant Professor, Maastricht University, School of Business and Economics

"A very good introduction to the real experiences met by professional marketers...that illustrates the complex intellectual challenge found in solving particular dilemmas"

Keith Fletcher, Director of Education at the Chartered Institute of Marketing

"Significantly different to other introductory marketing texts, it is much fresher, more engaging and more innovative than most."

Andy Fennell, Chief Marketing Officer, DIAGEO

"Should be essential reading on marketing degree programmes"

Anthony Willis, University of Surrey

"It brings marketing to life and brings life to marketing. It is a feet-on-the-ground text, which comprehensively covers all the standard marketing theories, updates them to modern living, but, MOST IMPORTANTLY acknowledges that despite all the theory, reality is different and challenging"

Marilyn Hunt, University of Worcester

"Refreshingly in touch with the many real issues and problems involved in marketing"

Jocelyn Hayes, The University of York

"An easily accessible text that clearly explains marketing theory, but equally importantly, illustrates it with the issues and realities facing contemporary marketing practice."

Paul Harborne, Cass Business School

This book is also available with MyMarketingLab. Enhance your learning through specially developed online resources that will give you an extra edge in your coursework. MyMarketingLab has been developed to help you make the most of your studies in marketing and get a better grade.

Register now to:

·   Learn marketing your way with self-assessment questions that will identify your strengths, with feedback and a recommended study plan to help you focus on where to improve

·   Put a spotlight on marketing in the real world by watching video clips of managers talking about real marketing issues in their own organisations

·   Revise for your exams using additional resources; hear Podcasts and bulletins, access an e-book version of your textbook and engage with interactive challenges, before tracking your own progress within the online gradebook

Register now at www.pearsoned.co.uk/mymarketinglab

The Authors

Michael R Solomon is Professor of Marketing at the Haub School of Business at Saint Joseph’s University in Philadelphia.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College, Winter Park, Florida.

Elnora W. Stuart is Professor of Marketing at the University of South Carolina Upstate.

Bradley R. Barnes is Associate Dean for Internationalisation and Professor of International Management and Marketing at The Management School, University of Sheffield.

Vincent-Wayne Mitchell is Professor of Consumer Marketing at Cass Business School, City University.

Need extra support?

This product is the book alone, and does NOT come with access to MyMarketingLab.

This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Marketing: Real People, Real Decisions pack, plus MyMarketingLab with Pearson eText, 2/e
(ISBN 9780273758594). Alternatively, buy access online at www.MyMarketingLab.com.

For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator