Marketing: Real People, Real Choices [Global Edition]

Marketing: Real People, Real Choices is the only text that introduces marketing from the perspective of real people who make real marketing decisions at leading companies. It emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan.

Format: Paperback / softback
Length: 656 pages
Publication date: 14 April 2022
Publisher: Pearson Education Limited

Marketing is a dynamic field that plays a crucial role in shaping the success of businesses and organizations. It involves the strategic planning, promotion, and distribution of products or services to meet the needs and desires of consumers. While companies may have their own marketing strategies and teams, it is ultimately the individuals who make the decisions that drive marketing outcomes.

In the book "Marketing: Real People, Real Choices," authors Pamela Peterson and Philip Kotler take a unique approach to introducing marketing concepts. Rather than focusing solely on the theoretical aspects of marketing, they emphasize the role of real people in making real marketing decisions. The book is designed to be reader-friendly and accessible to undergraduate principles of marketing courses.

One of the key strengths of "Marketing: Real People, Real Choices" is its timely and relevant content. The authors update the text regularly to reflect the latest trends and developments in the marketing industry. They provide real-world examples and case studies from leading companies, allowing students to see how marketing concepts are implemented in practice. This practical approach helps students to connect with the material and understand how marketing can impact a company's success.

The 11th Edition of the book continues to focus on the core issues that every marketer needs to know. These include value, analytics and metrics, and ethical and sustainable marketing. The authors emphasize the importance of understanding these issues not only for academic purposes but also for practical applications in the real world. They provide students with the tools and skills they need to make informed decisions and contribute to the growth and success of their organizations.

In addition to its focus on core marketing concepts, "Marketing: Real People, Real Choices" also emphasizes the importance of branding oneself. The authors show students how to develop a personal brand that reflects their values, skills, and interests. They discuss the importance of social media and digital marketing in building a strong online presence and reaching target audiences.

One of the unique features of "Marketing: Real People, Real Choices" is its emphasis on active learning. The authors encourage students to take an active approach to understanding marketing through decision-making. They provide case studies and exercises that allow students to apply the concepts they learn to real-world situations. This hands-on approach helps students to develop critical thinking skills and apply marketing principles in a practical context.

In conclusion, "Marketing: Real People, Real Choices" is a valuable resource for undergraduate principles of marketing courses. It provides a unique perspective on marketing by focusing on the role
real people who make real marketing decisions. The book's timely and relevant content, practical examples, and emphasis on active learning make it an effective tool for helping students understand marketing concepts and apply them in their own personal marketing plans. Whether you are a student looking to gain a deeper understanding of marketing or a professional seeking to advance your career in the field, "Marketing: Real People, Real Choices" is a must-read.

Weight: 1500g
Dimension: 278 x 217 x 24 (mm)
ISBN-13: 9781292434384
Edition number: 11 ed