Marketing: Real People, Real Choices
by Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
11th Edition
Publisher: Pearson
Book Details
| Print ISBN | 9780136810384 |
| eText ISBN | 9780136810490 |
| Publisher | Pearson |
| Publishing Year | 2022 |
| Edition | 11th Edition |
| Language | English |
Marketing: Real People, Real Choices, 11th Edition, is a textbook that introduces core marketing principles through the choices made by professionals at leading companies. Published by Pearson and written by Michael R. Solomon, Greg W. Marshall, and Elnora W. Stuart, the volume explains how organizations implement practical concepts and evaluate their broader business effects.
The text focuses on creating, developing, and delivering value propositions for diverse customer groups. Major subjects include strategic market planning, data-driven analytics, product innovation, pricing, and promotional campaigns.
To encourage an active approach to decision-making, the volume also highlights personal branding, illustrating how readers can apply foundational concepts to a personal marketing plan.
Table of Contents
PART 1: UNDERSTAND THE VALUE PROPOSITION
Chapter 1: Welcome to the World of Marketing: Create and Deliver Value
Chapter 2: Global, Ethical, and Sustainable Marketing
Chapter 3: Strategic Market Planning
- • Chapter 3 Supplement: Build a Marketing Plan
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
Chapter 4: Market Research
Chapter 5: Marketing Analytics: Welcome to the Era of Data-Driven Insights!
Chapter 6: Understand Consumer and Business Markets
Chapter 7: Segmentation, Target Marketing, and Positioning
PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
Chapter 8: Product I: Innovation and New Product Development
Chapter 9: Product II: Product Strategy, Branding, and Product Management
Chapter 10: Price: What Is the Value Proposition Worth?
- • Chapter 10 Supplement: Marketing Math
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
Chapter 11: Deliver the Goods: Determine the Distribution Strategy
Chapter 12: Customer Experience
Chapter 13: Promotion I: Planning and Advertising
Chapter 14: Promotion II: Social Media Platforms and Other Promotion Elements
Chapter Appendix: Marketing Plan: The S&S Smoothie Company
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