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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
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