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MyLab Marketing with Pearson eText -- Combo Access Card -- for Marketing Real People, Real Choices

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  • Edition: 10th
  • Format: Package
  • Copyright: 2019-05-15
  • Publisher: Pearson
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List Price: $133.32
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How Access Codes Work


NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of the MyLab™and Mastering™ 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 combo card, which includes the MyLab access card, Pearson eText, and loose-leaf print edition (delivered by mail).


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.

Author Biography

Michael R. Solomon is a current marketing instructor, teaching Principles of Marketing, Consumer Behavior, and other Marketing courses at St. Joseph’s University. Michael ‘wrote the book’ on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books including Consumer Behavior: Buying, Having, and Being -- the most widely used book on the subject in the world. Michael’s other Pearson texts are Marketing: Real People, Real Choices (Principles of Marketing) and Better Business (Intro to Business).

Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), CPG (Procter & Gamble, Campbell’s), retailing (H&M), sports (CrossFit, Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric. He regularly appears on television shows including The Today Show, Good Morning America and CNN to comment on consumer issues, and he is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time.


Greg W. Marshall, PhD, is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College in Winter Park, Florida. For three years, he also served as vice president for strategic marketing for Rollins. Before joining Rollins, he was on the faculty of Oklahoma State University, the University of South Florida, and Texas Christian University. He also holds a visiting professorship in the Marketing Group at Aston Business School, Birmingham, United Kingdom. Professor Marshall earned a BSBA in marketing and an MBA from the University of Tulsa and a PhD in marketing from Oklahoma State University. His research interests include sales management, marketing management decision making, and intraorganizational relationships. He is editor-in-chief of the Journal of Marketing Theory and Practice and former editor of the Journal of Personal Selling & Sales Management and currently serves on the editorial boards of the Journal of the Academy of Marketing Science, the Journal of Business Research, and Industrial Marketing Management. Professor Marshall is a member of the board of directors of the American Marketing Association, past president of the American Marketing Association Academic Division, a distinguished fellow and past president of the Academy of Marketing Science, and a distinguished fellow and past president of the Society for Marketing Advances. His industry experience prior to entering academe includes product management, field sales management, and retail management positions with firms such as Warner-Lambert, the Mennen Company, and Target Corporation.


Elnora W. Stuart,Professor of Marketing, Associate Dean, and William S. Moore Palmetto Professorship in Student Professional and Career Success at the George Dean Johnson, Jr., College of Business and Economics (JCBE) at the University of South Carolina Upstate. Prior to joining the JCBE, Elnora was Professor of Marketing, AACSB Coordinator and BP Egypt Oil Professor of Management Studies at the American University in Cairo. From 2006 to 2010 she also was Visiting Professor of Marketing at Instituta de Empresa (IE) in Madrid, Spain. For 14 years, she taught at Winthrop University where she was Professor of Marketing and the William H. Grier Professor of Business Administration.


Prior to joining Winthrop, she was a research associate and instructor for the University of South Carolina (Columbia). In 2000, she taught as an adjunct professor of marketing for the Robins College of Business at Georgia State University. Elnora’s research has been published in major academic journals, including the Journal of Consumer Research, the Journal of Advertising, the Journal of Business Research, and the Journal of Public Policy and Marketing.


Some of her most exciting adventures include: Rafting through the Grand Canyon for 8 days, spending 8 years living and working in Cairo -- was like Disney World, always something to see and do, on Safari in Kenya and Tanzania, walking the Great Wall in China, and being a co-author of Marketing: Real People, Real Choices for over 20 years.

Table of Contents


1. Welcome to the World of Marketing: Create and Deliver Value

2. Global, Ethical, and Sustainable Marketing

3. Strategic Market Planning

    Supplement: Build a Marketing Plan



4. Market Research

5. Marketing Analytics: Welcome to the Era of Big Data!

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing, and Positioning



8. Product I: Innovation and New Product Development

9. Product II: Product Strategy, Branding, and Product Management

10. Price: What Is the Value Proposition Worth?

      Supplement: Marketing Math



11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks

13. Promotion I: Advertising One to Many Marketing Communications

14. Promotion II: Social Media Marketing and Other Communication Tools


Appendix Marketing Plan: The S&S Smoothie Company

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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