Marketing: Real People, Real Choices -- Global Edition

For principles of marketing courses.

Companies don’t make decisions. People do.

Marketing: Real People, Real Choices introduces marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Described by students as a “great read,” it shows how marketing plays out in contemporary organizations. Students benefit from practice and guidance in making marketing decisions and even establishing a personal brand.

The 12th Edition remains a field leader in marketing analytics and metrics, with significantly expanded applications of these concepts in topical chapters. Coverage of digital and social media marketing has also been heavily revised, as more firms seek expertise in these high-demand skills.