<i>For undergraduate Principles of Marketing courses.</i><br /><br /><b>Real people making real choices</b> <b> <i>Marketing: Real People, Real Choices </i> </b>is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are implemented, and what they really mean in the marketplace. The<b> 9th Edition</b> presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps readers actively learn and retain chapter content, so they know what's happening in the world of marketing today. <b>Also available with MyLab Marketing</b> MyLab(TM) Marketing is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve re
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