Marketing: Real People, Real Choices, Global Edition 11th Edition

Marketing: Real People, Real Choices, Global Edition 11th Edition – Ebook Instant Download/Delivery ISBN(s): 9781292434384,1292434384,9781292434513, 1292434511

Product details:

• ISBN-10 ‏ : ‎ 1292434511
• ISBN-13 ‏ : ‎ 9781292434513
• Author: Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart

Table 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

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