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Marketing: Real People, Real Choices [Paperback]

Michael R. Solomon , Greg W. Marshall , Elnora Stuart
3.7 out of 5 stars  See all reviews (3 customer reviews)
Price: £45.99 & FREE Delivery in the UK. Details
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Book Description

28 Dec 2006 013157910X 978-0131579101 5

For the Principles of Marketing course.   

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.

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Product details

  • Paperback: 640 pages
  • Publisher: Pearson; 5 edition (28 Dec 2006)
  • Language: English
  • ISBN-10: 013157910X
  • ISBN-13: 978-0131579101
  • Product Dimensions: 27.2 x 21.4 x 2.4 cm
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 2,454,211 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description


"A fun look at marketing principles...examples are current and interesting, very relatable to students." — Trinity University reviewer

"Appears to be more to the point than other marketing texts while not leaving out important information." — Boston University reviewer

"Students sometimes cannot easily make the connection between what they learn in the classroom and how these concepts are applied in businesses. The Real People/Real Choices storyline allows them to glimpse into how these concepts are applied by people who make such decisions everyday." — University of South Alabama reviewer

"I like the focus on real people and the short vignettes that include students, professors, and professionals. Very nice. I really like this [text's] approach. It's fun to see the advice given and the ultimate solution to the problem." — Western Michigan University reviewer

"The writing style draws students into the book. They don't find themselves listing 6 steps for this and 7 steps for that. The CRM discussion is the best of all textbooks we reviewed." — Macomb CC reviewer

"It appears, dare I say, fun. It is very current and has examples today's students can relate to." — Montgomery CC reviewer

"This is great!!! [Real People, Real Choices] is an excellent way to frame the material. It incorporates real time, real life examples of the concepts in the book." — Johnson & Wales reviewer

"The tone of the book is a bit more conversational. Students would like this text." — Mississippi State reviewer

"Great! [The RPRC approach] is very entertaining and an interesting way to engage the reader." — Wichita State University reviewer

--This text refers to an out of print or unavailable edition of this title.

From the Back Cover

Imagine you are Jamie Mitchell, "chief squeezer" at Innocent, the biggest smoothie brand in the UK and an entrepreneurial phenomenon. Things are going well but you must reward the commitment and passion of your customers. You need an idea that reinforces all their expectations of the brand; it’s got to be natural, friendly and ethical.

Your options are…

Continue with the Innocent Fruitstock music festival that you launched four years ago

Stage a smaller scale family-friendly village fete instead

Do nothing for a year and invest in a bigger event next time

…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 Arsenal football club, Hilton Hotels and Electrolux. 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.

"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

"An excellent introduction to marketing… comprehensive with a contemporary focus, it highlights the importance of marketing metrics but is still a pleasure to read – a unique combination."

Lisa Bruggen, Maastricht University

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

Jocelyn Hayes, The University of York

Use your access code to enter MyMarketingLab, the brand new online learning environment that diagnoses your individual strengths and weaknesses before building you a customized study plan. You’ll watch video interviews, hear Podcasts and audio bulletins, access an e-book version of your textbook and engage with interactive challenges, before tracking your own progress within the online gradebook.

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.

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

Bradley Barnes is the Hong Kong Alumni Endowed Chair Professor of International Management at the Kent Business School, University of Kent.

--This text refers to an out of print or unavailable edition of this title.

Inside This Book (Learn More)
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Customer Reviews

3.7 out of 5 stars
3.7 out of 5 stars
Most Helpful Customer Reviews
5.0 out of 5 stars Couldn't have done it better 19 Dec 2013
Format:Paperback|Verified Purchase
In depth, precise yet very simple to understand. It is up to date and covers the various aspects of Marketing in a very modern way.
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2.0 out of 5 stars ok 30 Dec 2012
Format:Paperback|Verified Purchase
not a great book for a 1st year uni student pretty basic and didnt go past higher a level work hard to follow book which was too simplily written for the target audience
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4.0 out of 5 stars Reasonable - but nothing special 3 Jan 2012
Format:Paperback|Verified Purchase
Reasonable textbook - certainly covers everything in good detail. Writing style isn't that good, but is perfectly manageable.
The start-of-chapter case studies are pretty pointless and unhelpful in my opinion, unless your course requires you write about them - which mine did!
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.1 out of 5 stars  22 reviews
14 of 14 people found the following review helpful
5.0 out of 5 stars An excellent Intro to Marketing Text 24 Dec 2002
By "bradmetz" - Published on Amazon.com
This text gives a great overview of the many aspects of marketing. The text explains all aspects in great theoretical detail with an abundance of real world examples to clearify each point. The text is up to date and the real people, real decisions stories are quite interesting and fitting to the subject of their respective chapters.
The book was easy to read and all important points are highlighted and defined in the page margins.
The study guide which comes with the text helps students remember the key points of each chapters by providing a brief summary of the chapter followed by a number questions of all different types.
This is the second administration text book that I have bought from Pearson Education and I would recommend this book for anyone who is taking or planning on taking an introduction to marketing course at the University or College level or even for those who just wish to know more about the topic of marketing.
2 of 2 people found the following review helpful
4.0 out of 5 stars Big Savings over U.S. version 7 Feb 2011
By E. RHYNE Jr. - Published on Amazon.com
Format:Paperback|Verified Purchase
I saved big by buying an used International version of this textbook. The printed quality of some of the pages was a little blurry, but otherwise the book was in very good condition.

The product was accurately described and shipping was super-fast. I placed the order on the 5th and had the book 3 business days later. I couldn't be happier!

The following note is not part of the review, it is just to inform people who are interested in buying this INTERNATIONAL VERSION:

Other sellers & sites describe this version as being identical to the U.S. version, except for the front cover. That's not entirely true. The international version is 22 pages off. For example, page 50 of the U.S. version would be page 72 of the international version.
1 of 1 people found the following review helpful
5.0 out of 5 stars great book 23 Jun 2010
By Jine Liu - Published on Amazon.com
Format:Paperback|Verified Purchase
The book is really precise at the term explanations, good examples demonstrate the terms, some interesting aspects of current business world. I like this book a lot, it helped me to get an A in my marketing class.
1 of 1 people found the following review helpful
5.0 out of 5 stars Marketing 5th edition 24 Nov 2009
By Taryn M. Bell - Published on Amazon.com
Format:Paperback|Verified Purchase
This book is good. went along perfectly with my school work. Took an principles of marketing class online and used the 5th edition book instead of the 6th edition book and had not one problem. Easy to follow.
1 of 1 people found the following review helpful
5.0 out of 5 stars Textbook Review 22 Nov 2009
By J. Thomas - Published on Amazon.com
Format:Paperback|Verified Purchase
This book is very informative. Many real world examples are discussed in the text. I was very impressed with the format to the chapters.
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