Marketing : Real People, Real Choices （8TH）

Solomon, Michael R./ Marshall, Greg W./ Stuart, Elnora W.

Pearson College Div（2015/01発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 545 p.
言語 ENG
商品コード 9780132948937
DDC分類 658.8

Full Description

Marketingmarketing from the perspective of real people who make real marketing decisions at leading companies everyday. Timely, relevant, and dynamic, this reader-friendly text shows students how marketing concepts are implemented, and what they really mean in the marketplace. KEY TOPICS: Understand the Value Proposition; Welcome to the World of Marketing; Global, Ethical and Sustainable Marketing;Strategic Market Planning; Determine the Value Propositions Different Customers Want; Basics of the Market Research Process; Marketing Analytics: Welcome to the Era of Big Data!(6. Understand Consumer and Business Markets(7. Segmentation, Target Marketing and Positioning; 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?; Deliver and Communicate the Value Proposition; Deliver the Goods: Determine Distribution Strategy; Deliver the Customer Experience: Bricks and Clicks; Promotion I: Advertising, Sales Promotion, and Public Relations; Promotion II: Social Media, Direct/Database Marketing, and Personal; Careers in Marketing; Sample Marketing Plan MARKET: For anyone interested in a career in marketing.

PART I. Understand the Value Proposition1. Welcome to the World of Marketing2. Global, Ethical and Sustainable Marketing3. Strategic Market PlanningPART II. Determine the Value Propositions Different Customers Want4. Basics of the Market Research Process5. Marketing Analytics: Welcome to the Era of Big Data!(6. Understand Consumer and Business Markets(7. Segmentation, Target Marketing and PositioningPART 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?PART IV. Deliver and Communicate the Value Proposition11. Deliver the Goods: Determine Distribution Strategy12. Deliver the Customer Experience: Bricks and Clicks13. Promotion I: Advertising, Sales Promotion, and Public Relations14. Promotion II: Social Media, Direct/Database Marketing, and PersonalAPPENDICESAPPENDIX 2. SAMPLE MARKETING PLAN