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Marketing : real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart.

By: Solomon, Michael R [author.]Material type: TextTextPublication details: Upper Saddle River : Pearson, 2022Edition: 10th edition. Global editionDescription: 1 online resource : illustrations (black and white, and colour)Content type: text | still image Media type: computer Carrier type: online resourceISBN: 9781292434513 (PDF ebook) :Subject(s): Business and Management | Business & Management | Sales & marketingDDC classification: 658.8 Online access: Open e-book
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
Summary: Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are implemented, and what they really mean in the marketplace. This edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. For undergraduate principles of marketing courses. Companies don't make decisions. People do.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 shows students 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. It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what's happening in the world of marketing today.
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Previous edition: 2018.

Includes bibliographical references and index.

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

Timely, relevant, and dynamic, this reader-friendly text shows readers how marketing concepts are implemented, and what they really mean in the marketplace. This edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. For undergraduate principles of marketing courses. Companies don't make decisions. People do.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 shows students 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. It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what's happening in the world of marketing today.

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