Marketing: Real People, Real Choices, Global Edition -- MyLab Marketing with Pearson eText

Michael Solomon, Greg Marshall, Elnora Stuart (Autoren)

Online Resource

2022 | 9th edition
Pearson (Hersteller)
978-0-6557-1029-5 (ISBN)

Inhalt

PART I. 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

3. Supplement: Build a Marketing Plan

 

PART II. Determine the Value Propositions Different Customers Want

4. Market Research

5. Marketing Analytics: Welcome to the Era of Big Data!

6. Understand Consumer and Business Markets

7. Segmentation, Target Marketing and Positioning

 

PART III. 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?

10. Supplement: Marketing Math

 

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

13. Promotion I: Advertising and Sales Promotion

14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations

 

APPENDIX A. Marketing Plan: The S&S Smoothie Company

APPENDIX B. Your Future in a Marketing Career

Produkt-Details

• Erscheint lt. Verlag: 20.6.2022
• Sprache: englisch
• ISBN-10: 0-6557-1029-9 / 0655710299
• ISBN-13: 978-0-6557-1029-5 / 9780655710295
• Zustand: Neuware