Preface
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
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?
Part 4. Deliver and Communicate the Value Proposition
Chapter 11. Deliver the Goods: Determine the Distribution Strategy
Chapter 12. Deliver the Customer Experience
Chapter 13. Promotion I: Planning and Advertising
Chapter 14. Promotion II: Social Media Platforms and Other Promotion Elements
Appendix Marketing Plan: The S&S Smoothie Company
Glossary

*The digital edition does not include access codes to additional material or programs mentioned in the book.