Marketing: Real People, Real Choices, Global Edition

Michael R. Solomon, PhD, joined the Haub School of Business at Saint Joseph’s University in Philadelphia as Professor of Marketing in 2006. From 2007 to 2013, he also held an appointment as Professor of Consumer Behaviour at the University of Manchester in the United Kingdom. From 1995 to 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Before joining Auburn in 1995, he was chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon’s primary research interests include consumer behavior and lifestyle issues; branding strategy; the symbolic aspects of products; the psychology of fashion, decoration, and image; services marketing; and the development of visually oriented online research methodologies. He currently sits on the editorial boards of the Journal of Consumer Behaviour, the Journal for the Advancement of Marketing Education, the Journal of Marketing Theory and Practice, and Critical Studies in Fashion and Beauty. In addition to other books, he is also the author of Pearson’s text Consumer Behavior: Buying, Having, and Being, which is widely used in universities throughout the world. Professor Solomon frequently appears on television and radio shows, such as The Today Show, Good Morning America, Channel One, the Wall Street Journal Radio Network, and National Public Radio to comment on consumer behavior and marketing issues. He also is a regular Contributor at Forbes.com. 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 TCU. 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 European Journal of Marketing and former editor of the Journal of Marketing Theory and Practice and the Journal of Personal Selling & Sales Management. He 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 past president of the American Marketing Association Academic Council, 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. In 2018 he received the Lifetime Achievement Award from the American Marketing Association Selling and Sales Management Special Interest Group (SIG) and in 2019 he received the Circle of Honor Award from the Direct Selling Education Foundation. His industry experience before 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, PhD, having most recently served as Professor of Marketing and Associate Dean of the George Dean Johnson, Jr. College of Business and Economics at the University of South Carolina Upstate,is now Distinguished Professor Emerita, University of South Carolina. She continues to teach, consult, and conduct research. Prior to joining USC Upstate in 2008, she was professor of marketing and the BP Egypt Oil Professor of Management Studies at the American University in Cairo, professor of marketing at Winthrop University in Rock Hill, South Carolina, and on the faculty of the University of South Carolina. She has also been a regular visiting professor at Instituto de Empresa in Madrid, Spain and Landshut College of Applied Sciences in Landshut, Germany. She earned a BA in theater and speech from the University of North Carolina at Greensboro and both an M.A. in journalism and mass communication and a PhD in marketing from the University of South Carolina. Professor Stuart’s research has been published in major academic journals, including the Journal of Consumer Research, the Journal of Advertising, the Journal of Business Research, the Journal of Public Policy and Marketing, the Journal of Promotion Management, and the International Journal of Pharmaceutical and Healthcare Marketing. For over 25 years, she has served as a consultant for numerous businesses and not-for-profit organizations in the United States and in Egypt.

PART 1: UNDERSTAND THE VALUE PROPOSITION

1. Welcome to the World of Marketing: Create and Deliver Value
2. Global, Ethical, and Sustainable Marketing
3. Strategic Market Planning
Chapter 3 Supplement: Build a Marketing Plan

PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT

4. Market Research
5. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning

PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER

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?
Chapter 10 Supplement: Marketing Math

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

11. Deliver the Goods: Determine the Distribution Strategy
12. Customer Experience
13. Promotion I: Planning and Advertising
14. Promotion II: Social Media Platforms and Other Promotion Elements
Appendix: Marketing Plan: The S&S Smoothie Company