Ebook Marketing 9e by Solomon, Marshall, Stuart


Marketing : Real People, Real Choices
9th Edition
Author(s) : Michael R. Solomon • Greg W. Marshall • Elnora W. Stuart
Copyright © 2019
Publisher : Pe*rson Educ*tion / Pr*ntice Hall
PDF 86.39 MB

Table of contents
PART 1 Understand the Value Proposition 2
CHAPTER 1 Welcome to the World of Marketing: Create and Deliver Value 2
CHAPTER 2 Global, Ethical, and Sustainable Marketing 30
CHAPTER 3 Strategic Market Planning 66
CHAPTER 3 Supplement: Build a Marketing Plan 90

PART 2 Determine the Value Propositions Different Customers Want 92
CHAPTER 4 Market Research 92
CHAPTER 5 Marketing Analytics: Welcome to the Era of Big Data! 124
CHAPTER 6 Understand Consumer and Business Markets 158
CHAPTER 7 Segmentation, Target Marketing, and Positioning 202

PART 3 Develop the Value Proposition for the Customer 232
CHAPTER 8 Product I: Innovation and New Product Development 232
CHAPTER 9 Product II: Product Strategy, Branding, and Product Management 262
CHAPTER 10 Price: What Is the Value Proposition Worth? 290
CHAPTER 1 O Supplement: Marketing Math 330

PART 4 Deliver and Communicate the Value Proposition 340
CHAPTER 11 Deliver the Goods: Determine the Distribution Strategy 340
CHAPTER 12 Deliver the Customer Experience: Goods and Services via Bricks and Clicks 374
CHAPTER 13 Promotion I: Advertising and Sales Promotion 410
CHAPTER 14 Promotion II: Social Media Marketing, DirecVDatabase Marketing, Personal Selling, and Public Relations 458

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