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Full Description
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. You'll 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. Additionally, the authors examine the role of AI and other technology disruptors in shaping the future of marketing.
Contents
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
