Marketing: Real People, Real Choices, 11th edition

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

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 reader-friendly text explains how marketing concepts are implemented, and the impacts they can have on a company. Featuring new information, examples, and assessment, the 11th Edition continues its focus on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable 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 
    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 

Published by Pearson (April 28th 2021) - Copyright © 2022