Nguồn ngoài
Principles of Marketing
Designed to teach students the foundational principles of marketing in the digital age, this textbook explores the marketing environment, consumer and market segmentation, product management and innovation, pricing models and distribution logistics, integrated promotional strategy, and the post-launch performance. Students add to a Go-To-Market Playbook throughout the text to practice the concepts.
- Tác giả
- Brad Zima
- Nhà xuất bản
- Northeast Wisconsin Technical College
- Nguồn
- LibreTexts
- Giấy phép
- CC BY
- Ngôn ngữ
- EN
- Danh mục
- Marketing
Mục lục· 30 mục
- 01: The Marketing Environment
- 1.01: Foundations of Value-Exchange and Marketing Mindsets
- 1.02: Business Intelligence - Navigating Primary and Secondary Data
- 1.03: Actionable SWOT Analysis vs. General Observations
- 1.04: Synthesizing Environmental Data into a Situation Analysis Report
- 02: Understanding the Consumer Buying Journey and Market Segmentation
- 2.01: The Consumer Buying Journey (High vs. Low Involvement)
- 2.02: Internal and External Influences on Consumer Choice
- 2.03: The Four Bases of Market Segmentation
- 2.04: Targeting and Developing Actionable Customer Personas
- 2.05: Strategic Differentiation- Perceptual Mapping and Positioning Statements
- 03: Product Strategy and the Total Offer
- 3.01: Addressing Market Needs via Feature-to-Benefit Translation
- 3.02: The Total Product Offer (Core Actual and Augmented Levels)
- 3.03: Strategic Adjustments across the Product Life Cycle (PLC)
- 3.04: Product Innovation and the Unique Value Proposition (UVP)
- 04: Pricing Models and Distribution (Place)
- 4.01: The Architecture of Price and Strategic Pricing Models
- 4.02: Market Math Breaking Even and Calculating Profit
- 4.03: Mapping the Distribution Path (Place)
- 4.04: Price and Place - Your Decision
- 05: Integrated Promotional Strategy
- 5.01: Modern Media Architecture- The PESO Model
- 5.02: Persuasive Messaging via the AIDA Framework
- 5.03: Budget Allocation and Promotional Tool Selection
- 5.04: Designing the Integrated Marketing Communications (IMC) Plan
- 06: Post-Launch Performance and Finalizing your Go-To-Market Playbook
- 6.01: Marketing Analytics Key Performance Indicators (KPIs) and Data Operations
- 6.02: Quantifying Success - Establishing SMART Marketing Objectives and KPI Mapping
- 6.03: Executive Delivery- Synthesizing Research for Stakeholders