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.
Michael Solomon,
Greg Marshall,
Elnora Stuart
Marketing
Real People, Real Choices, Global Edition
Paperback Engels 2022 11e druk 9781292434384Verwachte levertijd ongeveer 8 werkdagen
Samenvatting
For undergraduate principles of marketing courses. Companies don’t make decisions. People do.
Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people, who make real marketing decisions, at leading companies every day. Timely and relevant, this reader-friendly text shows students how marketing concepts are implemented, and the impacts they can have on a company. Featuring new information, examples, and assessment, the 11th Edition continues its focus on the core issues every marketer needs to know, including value, analytics and metrics, and ethical and sustainable marketing.
It also emphasizes the importance of branding oneself and shows students how the concepts they learn in class apply directly to their own personal marketing plan. With this text, students take an active approach to understanding marketing through decision making and are well equipped to tackle what’s happening in the world of marketing today.
Specificaties
ISBN13:9781292434384
Taal:Engels
Bindwijze:paperback
Aantal pagina's:656
Uitgever:Pearson Education
Druk:11
Verschijningsdatum:21-4-2022
Hoofdrubriek:Marketing
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
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.
Inhoudsopgave
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
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
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
