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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

ISBN: 9781292097756

Subjects--Personal Names:
Marketing - Vocational Guidance

Dewey Class. No.: 658.8 / SOL