Marketing: Real People, Real Decisions
Marketing: Real People, Real Decisions, cover

What are students already saying about Marketing: Real People, Real Decisions?

Melissa Layton
"It gives me more confidence with the material. Yes, real companies actually do what I am studying."

Roman Naskret
"Now I do not need my highlighter anymore; everything is already highlighted. Also I like the many examples.... They give me assurance that what I learn in the classroom happens in the real world of marketing. Everything is better in this new text. "

Ahalia Persaud
"Everything is simplified. For example, you don't have to read 2 or 3 pages before getting to the next heading in the chapter. Also, the chapters are fairly short, and there are many activities/tasks to do in order to better understand the chapter."

Jamie David
"I like the way they have used the example of real companies to explain the material, because as a college student I have not been around the workplace to see how marketing really affects a company. This book has opened my eyes to the truth about how a company must market its product to stay alive."

Do you want your students to enter the world of Real Marketing?

Learn from Real Marketers:
Learn from the experience of real mentors– experienced, successful Canadian Marketers in a variety of industries, companies and contexts.

Learn by Doing:
Make informed marketing decisions. While reading this book students are encouraged to assume the role of a marketing manager and practice making real marketing decisions supported by the key theories, concepts and principles found in this textbook.

Unlike any other introductory marketing textbook, Marketing: Real People, Real Decisions focuses on the student as a decision maker, and not just the decision.

The combination of learning by doing and learning from others, found only in Marketing: Real People, Real Decisions, invites students into the world of Real Marketing. This book builds on their educational résumé and welcomes them to the many exciting careers in Marketing in Canada and abroad.

Why choose the Updated edition?

  • “Reality Checks”: over 50% of the Real People, Real Decisions boxes, the Spotlights on Real People and the “Marketing in Action” cases have been updated. We have revisited these companies to see where they are now. What are the latest challenges for online market researchers? What are marketers at Krispy Kreme donuts, Westjet, and Ford doing right now? See inside for details.

  • NEW! A Real Marketing CD (packaged for FREE with every book) offers video cases that direct students to video clips from companies like Nike, Starbucks, and Dupont. In addition, Real Marketing features today’s hottest marketers from companies like Rollerblade, Patagonia, and DaimlerChrysler discussing fresh concepts in contemporary marketing.