Marketing: Real People, Real Choices + MyLab Marketing with Pearson eText, Global Edition

AvMichael Solomon,Greg Marshall

2018

1 348 kr

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Produktinformation

Utgivningsdatum:2018-04-11
Höjd:216 x 276 x 23 mm
Vikt:1 258 g
Språk:Engelska
Upplaga:9
Förlag:Pearson Education
EAN:9781292221212

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Innehållsförteckning

PART I. Understand the Value Proposition1. Welcome to the World of Marketing: Create and Deliver Value2. Global, Ethical, and Sustainable Marketing3. Strategic Market Planning3. Supplement: Build a Marketing Plan PART II. Determine the Value Propositions Different Customers Want4. Market Research 5. Marketing Analytics: Welcome to the Era of Big Data!6. Understand Consumer and Business Markets7. Segmentation, Target Marketing and Positioning PART III. Develop the Value Proposition for the Customer8. Product I: Innovation and New Product Development9. Product II: Product Strategy, Branding, and Product Management10. Price: What is the Value Proposition Worth?10. Supplement: Marketing Math PART IV. Deliver and Communicate the Value Proposition11. Deliver the Goods: Determine the Distribution Strategy12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks13. Promotion I: Advertising and Sales Promotion14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations APPENDIX A. Marketing Plan: The S&S Smoothie CompanyAPPENDIX B. Your Future in a Marketing Career

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