Marketing: Real People, Real Choices

Marketing: Real People, Real Choices, 10th edition

  • Michael R. Solomon, 
  • Greg W. Marshall, 
  • Elnora W. Stuart

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Overview

Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely and relevant, this text shows you how marketing concepts are implemented, and the impacts they can have on a company.

Featuring new information, examples, and assessment, the 10th Edition continues its focus on the core issues every marketer needs to know. These include value, analytics and metrics, and ethical and sustainable marketing. It also emphasizes the importance of branding oneself and shows you how the concepts you'll learn apply directly to your personal marketing plan. With this text, you take an active approach to understanding marketing through decision making. You will be well equipped to tackle what's happening in the world of marketing today.

Published by Pearson (September 15th 2020) - Copyright © 2020

ISBN-13: 9780135642450

Subject: Marketing

Category: Principles of Marketing

Table of contents

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
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 Big Data!
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?
Supplement: Marketing Math

PART 4: 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 One to Many Marketing Communications
14. Promotion II: Social Media Marketing and Other Communication Tools

Appendix Marketing Plan: The S&S Smoothie Company

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