MyLab Marketing without Pearson eText for Marketing: Real People, Real Choices, Global Edition

<p>PART I. Understand the Value Proposition</p> <p>1. Welcome to the World of Marketing: Create and Deliver Value</p> <p>2. Global, Ethical, and Sustainable Marketing</p> <p>3. Strategic Market Planning</p> <p>3. Supplement: Build a Marketing Plan</p> <p>&nbsp;</p> <p>PART II. Determine the Value Propositions Different Customers Want</p> <p>4. Market Research </p> <p>5. Marketing Analytics: Welcome to the Era of Big Data!</p> <p>6. Understand Consumer and Business Markets</p> <p>7. Segmentation, Target Marketing and Positioning</p> <p>&nbsp;</p> <p>PART III. Develop the Value Proposition for the Customer</p> <p>8. Product I: Innovation and New Product Development</p> <p>9. Product II: Product Strategy, Branding, and Product Management</p> <p>10. Price: What is the Value Proposition Worth?</p> <p>10. Supplement: Marketing Math</p> <p>&nbsp;</p> <p>PART IV. Deliver and Communicate the Value Proposition</p> <p>11. Deliver the Goods: Determine the Distribution Strategy</p> <p>12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks</p> <p>13. Promotion I: Advertising and Sales Promotion</p> <p>14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations</p> <p>&nbsp;</p> <p>APPENDIX A. Marketing Plan: The S&amp;S Smoothie Company</p>APPENDIX B. Your Future in a Marketing Career