Description
Table of Contents
PART I. 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
PART II. 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 III. 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?
PART IV. 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 and Sales Promotion
14. 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
