Marketing: Real People, Real Choices, 10th 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. Timely and relevant, the text shows 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 of study. These include value, personal branding, analytics and metrics, and ethical and sustainable marketing. With this text, students will be well equipped to tackle what's happening in the world of marketing today.

Hallmark features of this title

An emphasis on marketing in the real world

• Chapter Openers feature real marketers sharing background around a specific decision.
• Brand You sections show how chapter topics, such as research or pricing, play an important role in developing a personal marketing plan.

An organized, learner-driven structure

• Material is divided into 4 sections, focusing students' attention on the sequential process of creating and delivering customer value.
• Chapter study maps include an objective summary, key terms and assessment, to ensure students understand and retain key information.
• A Ch. 3 supplement provides a framework for students to create a marketing plan of their own.
• An Appendix provides a sample marketing plan and how-to guidelines for a fictitious company.

New and updated features of this title

An emphasis on marketing in the real world

• NEW: Discussion of the latest hot topics in marketing keep students up-to-date with current trends and events.
• UPDATED: Here's My Problem boxes feature real decision makers who confront decisions in their jobs that relate to each chapter. This helps students understand how marketing plays out in real companies like Comcast, Teradata and Franklin Foods.
• UPDATED: Here's My Choice boxes present 3 possible choices to Here's My Problem, requiring students to use their critical-thinking skills to determine the best solution.
• 8 NEW: Marketing in Action Mini cases cover real firms facing real marketing challenges. Questions at the end let students decide how to get the company back on track.

An exploration of the “new marketer”

• NEW: Metrics Moment boxes describe ways to measure important marketing concepts, helping students learn how numbers impact businesses.
• NEW: Coverage of market research metrics and analytics show how marketers use new tools to understand and harness ‘big data' to identify and meet their customer's needs (Chs. 13 and 14).