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Marketing: Real People, Real Choices, 10th edition

Published by Pearson (February 1, 2019) © 2020

  • Michael R. Solomon Saint Joseph's University
  • Greg W. Marshall Rollins College
  • Elnora W. Stuart The University of South Carolina Upstate
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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. Timely and relevant, the text shows how marketing concepts are implemented and the impacts they can have on a company.

Featuring new information, examples and assessment, the 10th Edition continues its focus on the core issues of study. These include value, personal branding, analytics and metrics, and ethical and sustainable marketing. With this text, you'll be well equipped to tackle what's happening in the world of marketing today.

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

    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 Big Data!

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?

      Supplement: Marketing Math

 

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION

11. Deliver the Goods: Determine the Distribution Strategy

12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks

13. Promotion I: Advertising One to Many Marketing Communications

14. Promotion II: Social Media Marketing and Other Communication Tools

 

Appendix Marketing Plan: The S&S Smoothie Company

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