(eBook PDF) Marketing: Real People, Real Choices, 9th Global Edition

(eBook PDF) Marketing: Real People, Real Choices, 9th Global Edition – Digital Ebook – Instant Delivery Download

product details:

• ISBN-10 ‏ : ‎ 9781292221083
• ISBN-13 ‏ : ‎ 978-1292221083
• Author: Michael Solomon (Author), Greg Marshall (Author), Elnora Stuart (Author)

table of contents:

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

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