Marketing: Real People, Real Choices

Marketing: Real People, Real Choices is the only text to introduce  marketing fromthe perspective of real people, who  make real marketingdecisions, at leading companies every day. Timely and  relevant, thisreader-friendly text shows students how marketing  concepts are implemented, andthe impacts they can have on a company.  Featuring new information, examples,and assessment, the 11th  Edition continues its focus on thecore issues every marketer needs to  know, including value, analytics andmetrics, and ethical and sustainable  marketing. It also emphasizes theimportance of branding oneself and  shows students how the concepts they learnin class apply directly to  their own personal marketing plan. With this text,students take an  active approach to understanding marketing through decisionmaking and  are well equipped to tackle what’s happening in the world ofmarketing  today.