Description
Book SynopsisMichael R. Solomon, PhD, joined the Haub School of Business at Saint Joseph's University in Philadelphia as Professor of Marketing in 2006. From 2007 to 2013, he also held an appointment as Professor of Consumer Behaviour at the University of Manchester in the United Kingdom. From 1995 to 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Before joining Auburn in 1995, he was chairman of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon's primary research interests include consumer behavior and lifestyle issues; branding strategy; the symbolic aspects of products; the psychology of fashion, decoration, and image; services marketing; and the development of visually oriented online research methodologies. He currently sits on the editorial boards of the Journal of Consumer Behaviour, the Journal for the Advancement of Marketing Education, the
Table of 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
- Appendix: Marketing Plan: The S&S Smoothie Company
