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 everyday. This reader-friendly text conveys timely and relevant material in a dynamic presentation, highlighting how marketing concepts are implemented, and what they mean in the marketplace.
The seventh edition includes more information on marketing metrics, today’s new approach to advertising and promotions, and an increased emphasis on the links between marketing principles and the real world. Real people, real choices–give students a real feel for marketing.
The book was easy to read and all important points are highlighted and defined in the page margins. The text gives a great overview of the many aspects of marketing. The text explains all aspects in great theoretical detail with an abundance of real world examples to clarify each point. The text is up to date and the real people, real decisions stories are quite interesting and fitting to the subject of their respective chapters.
The study guide which comes with the text helps students remember the key points of each chapters by providing a brief summary of the chapter followed by a number questions of all different types.
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