Marketing: Real People, Real Decisions
Authors: Michael R. Solomon, Greg Marshall, Elnora Stuart, Bradley Barnes and Vincent-Wayne Mitchell
Published by Barnes and Mitchell FT Prentice Hall (£42.96)
Reviewed by Anthony Levy. Partner at the equality and diversity consultancy Ideas Into Action
Marketing seems to mean so many different things to different people.
Academics approach it from perspectives ranging from economics to behavioural
psychology. Practitioners want to identify what tends to work. All too often
they all seem to be talking different languages with theory and reality passing
each other by. So this new book, in its first European edition, is a refreshing
initiative to bring theory and reality together using new case studies about
real marketing decisions, and commentary from real marketers testing theory in
a way that yields real insights for the reader.
It is perhaps ironic that many marketers spend their lives developing new
products and propositions yet what they need are proven models and techniques
to guide them. While the latest fashion in marketing theory can be fun, and
occasionally of value, for real marketers there is a need to understand those
frameworks, models and theories that have proved their worth in extensive use
This book brings together in one volume much of the widely used and accepted
theory, giving readers an excellent grounding on which to develop their own
thinking, to test new ideas and to make real decisions.
The authors have a solid grounding in their subject. They are Michael
Solomon, Professor of Marketing at the Haub School of Business at St Joseph's
University in Philadelphia and Professor of Consumer Behaviour at Manchester
University; Greg Marshall, Professor of Marketing and Strategy at the Crummer
Graduate School of Business at Rollins College in Orlando, Florida; Elnora
Stuart, Professor of Marketing at Winthrop University in Rock Hill, South
Carolina; and Bradley Barnes, Professor of International Management and
Marketing at Kent Business School at the University of Kent in Canterbury. A
fifth co-author, Vincent-Wayne Mitchell, Professor of Consumer Marketing at
Cass Business School, identified that there can be a gap between the excitement
that many students have for marketing and the reality of some courses. In this
book he and his colleagues have captured some of their passion for marketing
through the extensive use of real issues and choices faced by real people. As a
result, not only does the reader immediately engage with the topic but is
challenged to wrestle with the issues. Using an exciting portfolio of
interactions, including the online MyMarketingLab, the reader becomes a part of
a debate that is live and current.
This is no dry textbook.