Buku Marketing Real People Real Choices 11 Edition 9781292434384

Marketing: Real People, Real Choices [Global Edition] 11th Edition
by Michael Solomon (Author), Greg Marshall (Author), Elnora Stuart (Author)

Product details
Publisher ‏ : ‎ Pearson (2022)
Language ‏ : ‎ English
ISBN ‏ : ‎ 1292434384
ISBN‏ : ‎ 978-1292434384

For undergraduate principles ofmarketing courses.

Companies don’t make decisions.People do.

Marketing: Real People, Real Choices is the only text to introduce marketing fromthe perspective of real people, who make real marketingdecisions, at leading companies every day. Timely and relevant, thisreader-friendly text shows students how marketing concepts are implemented, andthe impacts they can have on a company. Featuring new information, examples,and assessment, the 11th Edition continues its focus on thecore issues every marketer needs to know, including value, analytics andmetrics, and ethical and sustainable marketing.

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