Marketing: Real People, Real Decisions First European Edition, with MyMarketingLab Online Access Card by Michael R. Solomon, Vincent-Wayne Mitchell, Greg W. Marshall, Bradley Barnes, Roy Langer, Elnora W. Stuart (Mixed media product, 2009)
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Each chapter is an explosion of ideas, introducing you to a dilemma faced by a real life marketeer at an electric range of companies including Arsenal FC, Hilton Hotels and Electrolux. You'll hear from marketing academics and students, as well as practitioners and experts from other disciplines, explaining what decision they would have made in the same situation, before you discover 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!