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