Marketing

Marketing

2.8 5
by Dhruv Grewal
     
 

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ISBN-10: 0071285466

ISBN-13: 9780071285469

Pub. Date: 04/28/2010

Publisher: McGraw-Hill Medical Publishing

Grewal/Levy's Marketing was designed for today’s increasingly mobile and digital student population. Marketing focuses strongly on experiential learning and the value that marketers create. Students receive a variety of hands-on learning tools through Connect, including the adaptive SmartBook, iSeeIt course concept videos, interactive

Overview

Grewal/Levy's Marketing was designed for today’s increasingly mobile and digital student population. Marketing focuses strongly on experiential learning and the value that marketers create. Students receive a variety of hands-on learning tools through Connect, including the adaptive SmartBook, iSeeIt course concept videos, interactive presentations covering key learning objectives, and assignments that challenge students to examine how firms analyze, create, deliver, communicate, and capture value. Tightly integrated topics explore both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for easy assignment management and outcomes-based reporting. A regularly updated instructor newsletter and robust suite of resources provide instructors current tools to keep the classroom fresh and engaging.

Product Details

ISBN-13:
9780071285469
Publisher:
McGraw-Hill Medical Publishing
Publication date:
04/28/2010

Table of Contents

SECTION ONE: Assessing the Marketplace

Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Social and Mobile Marketing

Chapter 4: Marketing Ethics

Chapter 5: Analyzing the Marketing Environment

SECTION TWO: Understanding the Marketplace

Chapter 6: Consumer Behavior

Chapter 7: Business-to-Business Marketing

Chapter 8: Global Marketing

SECTION THREE: Targeting the Marketplace

Chapter 9: Segmentation, Targeting, and Positioning

Chapter 10: Marketing Research

SECTION FOUR: Value Creation

Chapter 11: Product, Branding, and Packaging Decisions

Chapter 12: Developing New Products

Chapter 13: Services: The Intangible Product

SECTION FIVE: Value Capture

Chapter 14: Pricing Concepts for Establishing Value

Chapter 15: Strategic Pricing Methods

SECTION SIX: Value Delivery: Designing the Channel and Supply Chain

Chapter 16: Supply Chain and Channel Management

Chapter 17: Retailing and Multichannel Marketing

SECTION SEVEN: Value Communication

Chapter 18: Integrated Marketing Communications

Chapter 19: Advertising, Public Relations, and Sales Promotions

Chapter 20: Personal Selling and Sales Management

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Marketing 2.8 out of 5 based on 0 ratings. 5 reviews.
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