Marketing: Real People Real Choices is a comprehensive and insightful book written by Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart. The book delves into the dynamic and ever-evolving field of marketing, and explores how the decisions we make as consumers are influenced by a variety of factors, such as culture, society, and personal values.
Michael R. Solomon is a Professor of Marketing at Saint Joseph’s University in Philadelphia. He is a highly respected expert in the field of consumer behavior and branding, and has authored several books and articles on the subject. His research focuses on the role of emotions in consumer behavior and the impact of technology on consumer culture.
Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy at the Crummer Graduate School of Business at Rollins College. He has extensive experience in both academia and the business world, and his research focuses on strategic marketing and customer relationship management. He has published over 100 articles and authored or co-authored several books.
Elnora W. Stuart is a Professor of Marketing at the University of South Carolina. She has extensive experience in teaching and research in the area of marketing and consumer behavior. Her research focuses on consumer decision-making, advertising and persuasion, and ethical issues in marketing.
The three authors have combined their expertise to create Marketing: Real People Real Choices, which aims to provide readers with a comprehensive understanding of the marketing field and its impact on individuals and society. The book is designed to be relevant and engaging, and uses real-world examples and case studies to bring the concepts to life.
One of the main themes in the book is the idea that consumers are real people with real choices, and that their decisions are influenced by a variety of internal and external factors. The authors explore the impact of culture, social class, and individual values on consumer behavior, and how marketers can use this knowledge to create effective marketing strategies.
The book also delves into the importance of ethics in marketing, emphasizing the responsibility that marketers have in influencing consumer behavior. It discusses the ethical implications of marketing tactics such as advertising, pricing, and product placement, and encourages readers to think critically about these issues.
Another key aspect of the book is its exploration of the digital landscape and its impact on marketing. With the rise of technology and social media, the way consumers interact with brands and make purchasing decisions has changed drastically. The authors discuss the implications of this shift and how marketers can leverage these platforms to connect with their target audience.
Overall, Marketing: Real People Real Choices is a comprehensive and insightful book that explores the complex world of marketing and its influence on individuals and society. It provides readers with a deep understanding of consumer behavior and the decision-making process, and offers valuable insights on how marketers can create effective and ethical marketing strategies.