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For undergraduate principles of marketing courses. This ISBN is for the MyLab combo access pack. 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 11th 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 with Pearson eText This flexible digital platform combines unrivaled content, online assessments, and customizable features to personalize learning and improve results. Pearson eText is an easy-to-use digital textbook available within MyLab that lets you read, highlight, take notes, and review key vocabulary all in one place. NOTE: This MyLab® combo access pack includes a MyLab access card plus a loose-leaf print version (delivered by mail) to complement your MyLab experience. In addition to this access code, you will need a course invite link, provided by your instructor, to register for and use MyLab. Used books, rentals, and purchases made outside of Pearson If purchasing or renting from companies other than Pearson, the access codes for the MyLab platform may not be included, may be incorrect, or may be previously redeemed. Check with the seller bef