Marketing: Real People, Real Choices
Solomon, Michael R.
Marketing: Real People, Real Choices - 8th ed - Harlow Pearson Education Limited 2015 - 569p
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
9781292097756
Marketing - Vocational Guidance
658.8 / SOL
Marketing: Real People, Real Choices - 8th ed - Harlow Pearson Education Limited 2015 - 569p
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
9781292097756
Marketing - Vocational Guidance
658.8 / SOL