Marketing

Name: Marketing
Author: Michael Solomon

Real People, Real Choices -- Global Edition

Paperback Engels 2025 12e druk 9781292482538

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Samenvatting

For principles of marketing courses.

Companies don’t make decisions. People do. Marketing: Real People, Real Choices introduces marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Described by students as a “great read,” it shows how marketing plays out in contemporary organizations. Students benefit from practice and guidance in making marketing decisions and even establishing a personal brand.

The 12th Edition remains a field leader in marketing analytics and metrics, with significantly expanded applications of these concepts in topical chapters. Coverage of digital and social media marketing has also been heavily revised, as more firms seek expertise in these high-demand skills.

Specificaties

ISBN13:9781292482538

Taal:Engels

Bindwijze:paperback

Aantal pagina's:656

Uitgever:Pearson Education

Druk:12

Verschijningsdatum:15-12-2025

Hoofdrubriek:Marketing

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Over Greg Marshall

Greg Marshall, Ph.D., is werkzaam als Harwoord Professor of Marketing and Strategy aan de Crummer Graduate School of Business van Rollings College, Winter Park, Florida.

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Over Elnora Stuart

Elnora W. Stuart, Ph. D., is hoogleraar Marketing en BP Egypt Oil Professor of Management Studies aan de American University in Cairo.

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Inhoudsopgave

PART 1: UNDERSTAND THE VALUE PROPOSITION

-Welcome to Marketing in the Modern World: Create and Deliver Value
-Global, Ethical, and Sustainable Marketing
-Strategic Market Planning

PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT

-Market Research
-Marketing Analytics: Welcome to the Era of Data-Driven Insights!
-Understand Consumer Markets
-Segmentation, Target Marketing, and Positioning

PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER

-Product I: Innovation and New Product Development
-Product II: Product Strategy, Branding, and Product Management
-Price: What Is the Value Proposition Worth?

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

-Physical Distribution Concepts and Business-to-Business Markets
-Deliver the Customer Experience
-Promotion I: Planning and Advertising
-Promotion II: Social Media Platforms and Other Promotion Elements

-Appendix: Marketing Plan: The S&S Smoothie Company