TY  - BOOK
AU  - Solomon, Michael R.
AU  - Marshall, Greg W.
AU  - Stuart, Elnora W.
TI  - Marketing: Real People, Real Choices
SN  - 9781292097756
U1  - 658.8 
PY  - 2015///
CY  - Harlow
PB  - Pearson Education Limited
KW  - Marketing - Vocational Guidance
N1  - 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
ER  -