(eBook PDF) Marketing Real People Real Choices 8th Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0132948931
• ISBN-13 ‏ : ‎ 978-0132948937
• Author: Michael R. Solomon

Marketing: Real People, Real Choicesis the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday.

Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace.

Fully integrated with MyMarketingLab, the Eighth Editionfeatures a completely reorganized Table of Contents and chapter pedagogy divided in a four-part structure that emphasizes the value proposition and the process of creating and delivering value. This edition presents more information than ever on marketing research and analytics and students are guided through chapter content with new integrated study maps and assessments that help them actively learn and retain content.

Table contents:

PART I. Understand the Value Proposition

1. Welcome to the World of Marketing

2. Global, Ethical and Sustainable Marketing

3. Strategic Market Planning

PART II. Determine the Value Propositions Different Customers Want

4. Basics of the Market Research Process

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?

PART IV. Deliver and Communicate the Value Proposition

11. Deliver the Goods: Determine Distribution Strategy

12. Deliver the Customer Experience: Bricks and Clicks

13. Promotion I: Advertising, Sales Promotion, and Public Relations

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

APPENDICES

APPENDIX 1. CAREERS IN MARKETING

APPENDIX 2. SAMPLE MARKETING PLAN

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