Marketing : real people, real choices / Michael Solomon, Greg Marshall, Elnora Stuart.

Livre

This volume introduces 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.

PART 1: UNDERSTAND THE VALUE PROPOSITION

1. Welcome to the World of Marketing: Create and Deliver Value 2. Global, Ethical, and Sustainable Marketing 3. Strategic Market Planning Chapter 3 Supplement: Build a Marketing Plan

PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT

4. Market Research 5. Marketing Analytics: Welcome to the Era of Data-Driven Insights! 6. Understand Consumer and Business Markets 7. Segmentation, Target Marketing, and Positioning

PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER

8. Product I: Innovation and New Product Development 9. Product II: Product Strategy, Branding, and Product Management 10. Price: What Is the Value Proposition Worth? Chapter 10 Supplement: Marketing Math

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

11. Deliver the Goods: Determine the Distribution Strategy 12. Customer Experience 13. Promotion I: Planning and Advertising 14. Promotion II: Social Media Platforms and Other Promotion Elements Appendix: Marketing Plan: The S&S Smoothie Company
.

Vérification des exemplaires disponibles ...

Se procurer le document

Vérification des exemplaires disponibles ...

Suggestions

Du même sujet

Principles of marketing.

Livre | Kotler, Philip - Nineteenth edition

Master the key marketing challenges and see how you can develop meaningful connections with your customers. Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive...

Sustainability marketing : a global perspective / Frank-Martin Belz and Ken...

Livre | Belz, Frank-Martin. | 2012 - 2nd ed.

'Sustainability Marketing' is primarily about the successful development and marketing of sustainable products and services (e.g. hybrid cars, fuel cell cars, car sharing, organic food products, fair trade products, passive houses...

Marketing plans : profitable strategies in the digital age.

Livre | McDonald, Malcolm - Ninth edition

In this text, the process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained.Preface and Acknowledgements vi How...

Strategic market management / David A. Aaker, Christine Moorman.

Livre | Aaker, David A. - Twelfth edition.

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and u...

Marketing communications : a European perspective / Patrick de Pelsmacker, ...

Livre | Pelsmacker, Patrick de (1957-) | 2021 - Seventh edition.

Learn the techniques and applications of marketing communications in a European context Marketing Communications: A European Perspective,7th Edition,by DePelsmacker,Geuensand Van Den Berghprovides an extensive overview of the key ...

Inclusive marketing : why representation matters to your customers and your...

Livre | Daykin, Jerry

Grow your brand and reach new consumers by creating more impactful and effective marketing that meaningfully reflects and appeals to a diverse customer profile and marketplace. The job of marketing is to understand, respond to and...

Chargement des enrichissements...