Marketing: Real People, Real Decisions - Couverture souple

Michael R. Solomon

MICHAEL R. SOLOMON, Ph.D., joined the Haub School of Business at Saint Joseph’s University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. From 2007 to 2013 he also held an appointment as Professor of Consumer Behaviour at The University of Manchester in the U.K. From 1995 to 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Prior to 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 European Business Review, and the Journal of Retailing, and he recently completed a six yearterm on theBoard of Governors of the Academy of Marketing Science. In addition to other books, he is also the author of Prentice Hall’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.

Greg W. Marshall

GREG W. MARSHALL, Ph.D., is the Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College in Winter Park, Florida and is also Academic Director of the Executive DBA program there. 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, UK. Professor Marshall earned a BSBA in Marketing and an MBA from the University of Tulsa, and a Ph.D. in Marketing from Oklahoma State University. His research interests include sales management, marketing management decision making, and intraorganizational relationships. He is editor 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, Journal of Business Research, and Industrial Marketing Management. Professor Marshall is Past President of the American Marketing Association Academic Division, a Distinguished Fellow and Past President of the Academy of Marketing Science, and a 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 WarnerLambert, the Mennen Company, and Target Corporation.

Elnora W. Stuart

ELNORA W. STUART, Ph.D., is Professor of Marketing and Associate Dean of the George Dean Johnson, Jr. College of Business and Economics at the University of South Carolina Upstate. 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. She earned a BA in Theatre/Speech from the University of North Carolina at Greensboro and both a Master of Arts in Journalism and Mass Communication, and a Ph.D. 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, Journal of Advertising, Journal of Business Research, and Journal of Public Policy and 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.

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

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

"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.

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.