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
• 3. Supplement: Build a Marketing Plan
• 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?
• 10. Supplement: Marketing Math
• 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