Marketing: Real People, Real Choices -- MyLab Marketing with Pearson eText

NOTE: Before purchasing, check with your instructor to ensure you select the correct ISBN. Several versions of the MyLab™and Mastering™ platforms exist for each title, and registrations are not transferable. To register for and use MyLab or Mastering, you may also need a Course ID, which your instructor will provide.

Used books, rentals, and purchases made outside of Pearson

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For undergraduate principles of marketing courses.

This ISBN is for the MyLab access card. Pearson eText is included.

Companies don’t make decisions. People do.

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely and relevant, this reader-friendly text shows students how marketing concepts are implemented, and the impacts they can have on a company. Featuring new information, examples, and assessment, the 10th Edition continues its focus on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what’s happening in the world of marketing today.

Personalize learning with MyLab Marketing

By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student. For example, Mini Sims put students in professional roles and give them the opportunity to apply course concepts and develop decision-making skills through real-world business challenges.