Buku Marketing: Real People, Real Choices 9th Edition 9781292221083

Marketing: Real People, Real Choices, Global Edition

Product details
Publisher ‏ : ‎ Pearson; 9th edition (2018)
Language ‏ : ‎ English
Paperback ‏ : ‎ 600 pages
ISBN-10 ‏ : ‎ 1292221089
ISBN-13 ‏ : ‎ 978-1292221083
Reading age ‏ : ‎ 10 years and up
Dimensions ‏ : ‎ 21.5 x 2 x 27.4 cm

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/Databse Marketing, Personal Selling, and Public Relations



APPENDIX A. Marketing Plan: The S&S Smoothie Company

APPENDIX B. Your Future in a Marketing Career