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Marketing:
Solomon, Michael R.
Marketing: real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart - novena edición - New York: Pearson Education, 2018 - 570 páginas: ilustraciones; 28 cm
Understand the value proposition -- Welcome to the word of marketing: create and deliver value -- Global, ethical, and sustainable marketing - Stategic market planning -- Determine the value propositions different customers want -- Market research -- Marketing analytics: welcome to the Era of Big Data! -- Understand consumer and business markets -- Segmentation, target marketing, and positioning -- Develop the value proposition for the customer -- Product I: Innovation and new product Development -- Product II: Product stategy, branding, and product management -- Price: What is the value proposition worth? -- Supplement: marketing math -- Deliver and communicate the value proposition -- Eliver the goods: determine the distribution strategy -- Deliver the customer experience: goods and services via Brincks and Clicks -- Promotion I: Advertising and sales promotion -- Promotion II: Social media marketing, direct/database marketing, personal selling, and public relations -- Appendix A: Marketing plan: the S&S Smoothie company -- Appendix B: Your future in a marketing career -- Glossary
9780134292663
Mercadeo
658.8 / S689
Marketing: real people, real choices / Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart - novena edición - New York: Pearson Education, 2018 - 570 páginas: ilustraciones; 28 cm
Understand the value proposition -- Welcome to the word of marketing: create and deliver value -- Global, ethical, and sustainable marketing - Stategic market planning -- Determine the value propositions different customers want -- Market research -- Marketing analytics: welcome to the Era of Big Data! -- Understand consumer and business markets -- Segmentation, target marketing, and positioning -- Develop the value proposition for the customer -- Product I: Innovation and new product Development -- Product II: Product stategy, branding, and product management -- Price: What is the value proposition worth? -- Supplement: marketing math -- Deliver and communicate the value proposition -- Eliver the goods: determine the distribution strategy -- Deliver the customer experience: goods and services via Brincks and Clicks -- Promotion I: Advertising and sales promotion -- Promotion II: Social media marketing, direct/database marketing, personal selling, and public relations -- Appendix A: Marketing plan: the S&S Smoothie company -- Appendix B: Your future in a marketing career -- Glossary
9780134292663
Mercadeo
658.8 / S689
