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Marketing: Real People, Real Choices, 12th edition

  • Michael R. Solomon
  • , Greg W. Marshall
  • , Elnora W. Stuart
  • , Janée N. Burkhalter
  • , Brad Carlson

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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. 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.

Published by Pearson (October 28th 2024) - Copyright © 2025

ISBN-13: 9780138116255

Subject: Marketing

Category: Principles of Marketing

PART 1: UNDERSTAND THE VALUE PROPOSITION

  1. Welcome to Marketing in the Modern World: Create and Deliver Value
  2. Global, Ethical, and Sustainable Marketing
  3. Strategic Market Planning

PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT

  1. Market Research
  2. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
  3. Understand Consumer Markets
  4. Segmentation, Target Marketing, and Positioning

PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER

  1. Product I: Innovation and New Product Development
  2. Product II: Product Strategy, Branding, and Product Management
  3. Price: What Is the Value Proposition Worth?

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

  1. Physical Distribution Concepts and Business-to-Business Markets
  2. Deliver the Customer Experience
  3. Promotion I: Planning and Advertising
  4. Promotion II: Social Media Platforms and Other Promotion Elements
  • Appendix: Marketing Plan: The S&S Smoothie Company