Description
PART 1: 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 Chapter 3 Supplement: Build a Marketing Plan PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT 4. Market Research 5. Marketing Analytics: Welcome to the Era of Data-Driven Insights! 6. Understand Consumer and Business Markets 7. Segmentation, Target Marketing, and Positioning PART 3: 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? Chapter 10 Supplement: Marketing Math PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION 11. Deliver the Goods: Determine the Distribution Strategy 12. Customer Experience 13. Promotion I: Planning and Advertising 14. Promotion II: Social Media Platforms and Other Promotion Elements Appendix: Marketing Plan: The S&S Smoothie Company
