LL Marketing with Practice Marketing Access Card / Edition 4

LL Marketing with Practice Marketing Access Card / Edition 4

by Dhruv Grewal
     
 

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect– 9780077713324.See more details below

Overview

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect– 9780077713324.

Product Details

ISBN-13:
9780077713294
Publisher:
McGraw-Hill Professional Publishing
Publication date:
09/28/2014
Product dimensions:
8.20(w) x 10.90(h) x 1.20(d)
Age Range:
18 Years

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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