Solomon, Michael R. <br/><br/>
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 
<br/><br/>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 
<br/><br/><label>ISBN: </label>9780134292663 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mercadeo
<br/><br/><label>Dewey Class. No.: </label>658.8  / S689