Real People‎,‎ Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day‎.‎ Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product‎,‎ or about how to make a product so irresistible that it flies off store shelves‎.‎ With this book‎,‎ the authors show how marketing can come alive when practiced by real people who make real choices‎.‎ Imagine you are Dr Steve Perry‎,‎ Commercial Director of Visa Europe the world‎'‎s leading electronic payment system and one of the top ten sponsors of the Olympics‎,‎ Para Olympics and FIFA World Cup‎.‎ Visa have developed V PAY which is the first trans European chip and pin payment system and the question facing Dr Steve Perry was‎,‎ how does Visa Europe try to move European banks over to V PAY as the preferred payment card solution‎?‎ Please note that the product you are purchasing does not include MyMarketingLab‎.‎ MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs‎.‎ This title can be supported by MyMarketingLab‎,‎ an online homework and tutorial system designed to test and build your understanding‎.‎ Would you like to use the power of MyMarketingLab to accelerate your learning‎?‎ You need both an access card and a course ID to access MyMarketingLab‎.‎ These are the steps you need to take‎:‎ 1‎.‎ Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system‎.‎ 2‎.‎ Check whether an access card has been included with the book at a reduced cost If it has‎,‎ it will be on the inside back cover of the book‎.‎ 3‎.‎ If you have a course ID but no access code‎,‎ you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab ‎(‎ISBN‎:‎9780273758594‎)‎ 4‎.‎ If your lecturer is using the MyLab and you would like to purchase the product‎.‎‎.‎‎.‎Go to www‎.‎pearsonmylabandmastering‎.‎com/global/mymarketinglab to buy access to this interactive study programme‎.‎ For educator access‎,‎ contact your Pearson representative‎.‎ To find out who your Pearson representative is‎,‎ visit www‎.‎pearsoned‎.‎co‎.‎ uk/replocator