Marketing / Edition 1

Marketing / Edition 1

by Dhruv Grewal, Michael Levy
     
 

Grewal/Levy Marketing was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect for Marketing, and provides professors with updated tools every month through the

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Overview

Grewal/Levy Marketing was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect for Marketing, and provides professors with updated tools every month through the monthly newsletter. With Connect, students examine how firms analyze, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.

Product Details

ISBN-13:
9780073049021
Publisher:
McGraw-Hill Companies, The
Publication date:
02/23/2007
Edition description:
Older Edition
Pages:
640
Product dimensions:
8.00(w) x 10.30(h) x 1.05(d)

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: Understanding the Marketplace

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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