Marketing: Real People, Real Choices

By:

Solomon, Michael R

Contributor(s):

Material type: Text

TextPublication details: Pearson Education Limited 2015 HarlowEdition: 8th edDescription: 569pISBN:

9781292097756

Subject(s):

Marketing - Vocational Guidance

DDC classification:

658.8 SOL

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 SOL (Browse shelf(Opens below))	Available		M0033314

Total holds: 0

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

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