Description
Book SynopsisFor undergraduate Principles of Marketing courses.
Real people making real choices
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. The 9th Edition presents more information than ever on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing. And with new examples and assessments, the text helps students actively learn and retain chapter content, so they know what's happening in the world of marketing today.
MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for
Table of Contents
PART I. 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 3. Supplement: Build a Marketing Plan PART II. Determine the Value Propositions Different Customers Want 4. Market Research 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? 10. Supplement: Marketing Math PART IV. Deliver and Communicate the Value Proposition 11. Deliver the Goods: Determine the Distribution Strategy 12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks 13. Promotion I: Advertising and Sales Promotion 14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations APPENDIX A. Marketing Plan: The S&S Smoothie Company APPENDIX B. Your Future in a Marketing Career
