Marketing: Real People, Real Choices, Global Edition

For undergraduate principles ofmarketing courses. Companies don't make decisions.People do. 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.