Marketing: Real People, Real Choices, Global Edition

Name: Marketing: Real People, Real Choices, Global Edition
Price: 4390 ISK
Availability: InStock
Author: Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart
ISBN: 9781292482521

Höfundar: Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart (Útgáfa: 12)

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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.

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Útgefandi: Pearson International Content

ISBN: 9781292482521

Print ISBN: 9781292482552

Format: ePub

Útgáfa: 12

Höfundar: Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart

Tungumál: English

Útgefið: 2025-05-06

Prent takmörkun á líftíma: 100

Prent takmörkun: 2

Afritunar takmörkun: 2

Kaflar

Cover
Cover
Front Matter
Title Page
Copyright
Dedication
Preface
About the Authors
1: Welcome to Marketing in the Modern World: Create and Deliver Value (PART ONE: Understand the Value Proposition)
Introduction: Welcome to Marketing in the Modern World: Create and Deliver Value
1.1: Marketing: What Is It?
1.2: A Little History Lesson Never Hurts: The Evolution of Marketing
1.3: The Value of Marketing and the Marketing of Value
1.4: Marketing as a Process
1.5: Brand You: A Framework for Managing Your Career
Chapter 1: Here's my choice
Chapter 1: Objective Summaries and Key Terms
Chapter 1: Questions and Activities
Marketing in Action Case: Real Choices at Early Majority
2: Global, Ethical, and Sustainable Marketing
Introduction: Global, Ethical, and Sustainable Marketing
2.1: Take a Bow: Marketing on the Global Stage
2.2: Understand International, Regional, and Country Global Trade Controls
2.3: Analyze the External Marketing Environment
2.4: How “Global” Should a Global Marketing Strategy Be?
2.5: Ethics is Job One in Marketing Planning
2.6: Sustainability: Marketers Do Well by Doing Good
2.7: Brand You: Finding the Right Fit
Chapter 2: Here's my choice
Chapter 2: Objective Summaries and Key Terms
Chapter 2: Questions and Activities
Marketing in Action Case: Real Choices at Walmart
3: Strategic Market Planning
Introduction: Strategic Market Planning
3.1: Business Planning: Composing the Big Picture
3.2: Strategic Planning: Frame the Picture
3.3: Market Planning: Develop and Execute Marketing Strategy
3.4: Brand You: Planning Your Career
Chapter 3: Here's my choice
Chapter 3: Objective Summaries and Key Terms
Chapter 3: Questions and Activities
Marketing in Action Case: Real Choices at Grab
3: Supplement
Chapter 3: Supplement
4: Market Research (PART TWO: Determine the Value Propositions Different Customers Want)
Introduction: Market Research
4.1: Knowledge Is Power
4.2: Evidence-Based Decision Making in Marketing
4.3: Steps in the Market Research Process
4.4: Brand You: Career and Internship Information and Research
Chapter 4: Here's my choice
Chapter 4: Objective Summaries and Key Terms
Chapter 4: Questions and Activities
Marketing in Action Case: Real Choices at LEGO
5: Marketing Analytics: Welcome to the Era of Data-Driven Insights!
Introduction: Marketing Analytics: Welcome to the Era of Data-Driven Insights!
5.1: Customer Relationship Management (CRM): A Key Decision Tool for Marketers
5.2: Big Data: Zettabytes Rule
5.3: A Primer on Analytics
5.4: Brand You: Creating, Organizing, and Mining Your Personal Career Big Data—for the Lifetime of Your Career
Chapter 5: Here's my choice
Chapter 5: Objective Summaries and Key Terms
Chapter 5: Questions and Activities
Marketing in Action Case: Real Choices at Spotify
5: Supplement
Chapter 5: Supplement
6: Understand Consumer Markets
Introduction: Understand Consumer Markets
6.1: The Consumer Decision-Making Process
6.2: Internal Influences on Consumers’ Decisions
6.3: Situational and Social Influences on Consumers’ Decisions: The External Influences
6.4: Brand You: Why Employers Buy
Chapter 6: Here's my choice
Chapter 6: Objective Summaries and Key Terms
Chapter 6: Questions and Activities
Marketing in Action Case: Real Choices at Virgin Voyages
7: Segmentation, Target Marketing, and Positioning
Introduction: Segmentation, Target Marketing, and Positioning
7.1: Target Marketing: Select and Enter a Market
7.2: Step 1: Segmentation
7.3: Step 2: Targeting
7.4: Step 3: Positioning
7.5: Brand You: Sharpening Your Focus with Target Marketing
Chapter 7: Here's my choice
Chapter 7: Objective Summaries and Key Terms
Chapter 7: Questions and Activities
Marketing in Action Case: Never Fully Dressed: Inclusive Insta-Fashion
8: Product I: Innovation and New Product Development (PART THREE: Develop the Value Proposition for the Customer)
Introduction: Product I: Innovation and New Product Development
8.1: How Products Create Customer Value
8.2: How Marketers Classify Products
8.3: Disruption in Marketing: Innovation and Design Thinking Now Drive Product Success
8.4: New Product Development
8.5: Adoption and Diffusion of New Products
8.6: Brand You: Creating Your Value Proposition
Chapter 8: Here's my choice
Chapter 8: Objective Summaries and Key Terms
Chapter 8: Questions and Activities
Marketing in Action Case: Real Choices at iFixit
9: Product II: Product Strategy, Branding, and Product Management
Introduction: Product II: Product Strategy, Branding, and Product Management
9.1: Product Planning: Develop Product Objectives and Product Strategy
9.2: Marketing Throughout the Product Life Cycle
9.3: Branding and Packaging: Create Product Identity
9.4: Organize for Effective Product Management
9.5: Brand You: Managing the Product—You
Chapter 9: Here's my choice
Chapter 9: Objective Summaries and Key Terms
Chapter 9: Questions and Activities
Marketing in Action Case: Real Choices at Helen of Troy
10: Price: What Is the Value Proposition Worth?
Introduction: Price: What Is the Value Proposition Worth?
10.1: “Yes, but What Does It Cost?”
10.2: Costs, Demand, Revenue, and the Pricing Environment
10.3: Identify Strategies and Tactics to Price the Product
10.4: Pricing and Innovations in Payment for E-commerce
10.5: Psychological, Legal, and Ethical Aspects of Pricing
10.6: Brand You: How Much Are You Worth?
Chapter 10: Here's my choice
Chapter 10: Objective Summaries and Key Terms
Chapter 10: Questions and Activities
Marketing in Action Case: Real Choices at Live Nation
10: Supplement
Chapter 10: Supplement
Chapter 10 Supplement Problems: Test Your Marketing Math
11: Physical Distribution Concepts and Business-to-Business Markets (PART FOUR: Deliver and Communicate the Value Proposition)
Introduction: Physical Distribution Concepts and Business-to-Business Markets
11.1: Types of Distribution Channels and Wholesale Intermediaries
11.2: Develop a Channel Strategy
11.3: Logistics and the Supply Chain
11.4: A Primer on Business-to-Business (B2B) Markets
11.5: Business Purchase Situations and the Business Buying Decision Process
11.6: Brand You: Delivering Your Value Proposition
Chapter 11: Here's my choice
Chapter 11: Objective Summaries and Key Terms
Chapter 11: Questions and Activities
Marketing in Action Case: Real Choices at Shein
12: Deliver the Customer Experience
Introduction: Deliver the Customer Experience
12.1: The Customer Experience Is Everything!
12.2: The Physical Experience
12.3: The Service Experience
12.4: The Digital Experience
12.5: The Phygital Experience: What’s “In Store” for the Future?
12.6: Ethical Considerations in the Customer Experience
12.7: Brand You: Evaluating and Finalizing Your Offer
Chapter 12: Here's my choice
Chapter 12: Objective Summaries and Key Terms
Chapter 12: Questions and Activities
Marketing in Action: Real Choices at Sephora
13: Promotion I: Planning and Advertising
Introduction: Promotion I: Planning and Advertising
13.1: Communication Models in a Digital World That Is “Always On”
13.2: An Overview of Promotion Planning
13.3: Advertising
13.4: Direct Marketing
13.5: Brand You: Developing a Personal Marketing Communication Plan
Chapter 13: Here's my choice
Chapter 13: Objective Summaries and Key Terms
Chapter 13: Questions and Activities
Marketing in Action Case: Real Choices at Nestlé
14: Promotion II: Social Media Platforms and Other Promotion Elements
Introduction: Promotion II: Social Media Platforms and Other Promotion Elements
14.1: Social Media Marketing
14.2: Sales Promotion
14.3: Personal Selling: Adding the Personal Touch to the Promotion Mix
14.4: Public Relations
14.5: Brand You: How Networking Can Help You Achieve Your Career Goals
Chapter 14: Here's my choice
Chapter 14: Objective Summaries and Key Terms
Chapter 14: Questions and Activities
Marketing in Action Case: Real Choices at Dove
Appendix: Marketing Plan: The S&S Smoothie Company
Introduction: Marketing Plan: The S&S Smoothie Company
S&S Smoothie Marketing Plan
Marketing Objectives
Marketing Strategies
Glossary