Preface
About the Authors
Part One. Understand the Value Proposition
Chapter 1. Welcome to Marketing in the Modern World: Create and Deliver Value
Chapter 2. Global, Ethical, and Sustainable Marketing
Chapter 3. Strategic Market Planning
Part Two. 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 Markets
Chapter 7. Segmentation, Target Marketing, and Positioning
Part Three. 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 Four. Deliver and Communicate the Value Proposition
Chapter 11. Physical Distribution Concepts and Business-to-Business Markets
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 SS Smoothie Company
Glossary

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