Marketing / Grewal Dhruv and Michael Levy

By:

Grewal, Dhruv

Contributor(s):

Michael Levy

Material type:

TextPublication details: New York: McGraw Hill , c2014Edition: Second editionDescription: xlvi, 677 pages : color illustration ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780071285469

Subject(s):

DDC classification:

Cir 658 G841 2014
Circulation 2nd edition.

Summary: 1. Section 1: Assessing the marketplace -- 1.1 Overview of the marketing -- 1.2 Developing marketing strategies and a marketing plan -- 1.3 Social and mobile marketing -- 1.4 Marketing ethics -- 1.5 Analyzing the marketing environment -- 2. Section 2: Understanding the marketplace -- 2.1 Consumer behavior -- 2.2 Business-to-business marketing -- 2.3 Global marketing -- 3. Section 3: Targeting the marketplace -- 3.1 Segmentation, targeting, and positioning -- 3.2 Marketing research -- 4. Section 4: Value creation -- 4.1 Product, branding, and packaging decisions -- 4.2 Developing new products -- 4.3 Services: the intangible product -- 5. Section 5: Value capture -- 5.1 Pricing concepts for establishing value -- 5.2 Strategic pricing methods -- 6. Section 6: Value delivery : designing the channel and supply chain -- 6.1 Supply chain and channel management -- 6.2 Retailing and multichannel marketing -- 7. Section 7: Value communication -- 7.1 Integrated marketing communications -- 7.2 Advertising public relations, and sales promotions -- 7.3 Personal selling and sales management

Item type:

Circulation

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Circulation	DSSC LEARNING RESOURCE CENTER				Cir 658 G841 2010 (Browse shelf(Opens below))				c2	Available			010303
	Circulation	DSSC LEARNING RESOURCE CENTER				Cir 658 G841 2010 (Browse shelf(Opens below))					Available			010302

Total holds: 0

Includes glossary and index.

1. Section 1: Assessing the marketplace -- 1.1 Overview of the marketing -- 1.2 Developing marketing strategies and a marketing plan -- 1.3 Social and mobile marketing -- 1.4 Marketing ethics -- 1.5 Analyzing the marketing environment -- 2. Section 2: Understanding the marketplace -- 2.1 Consumer behavior -- 2.2 Business-to-business marketing -- 2.3 Global marketing -- 3. Section 3: Targeting the marketplace -- 3.1 Segmentation, targeting, and positioning -- 3.2 Marketing research -- 4. Section 4: Value creation -- 4.1 Product, branding, and packaging decisions -- 4.2 Developing new products -- 4.3 Services: the intangible product -- 5. Section 5: Value capture -- 5.1 Pricing concepts for establishing value -- 5.2 Strategic pricing methods -- 6. Section 6: Value delivery : designing the channel and supply chain -- 6.1 Supply chain and channel management -- 6.2 Retailing and multichannel marketing -- 7. Section 7: Value communication -- 7.1 Integrated marketing communications -- 7.2 Advertising public relations, and sales promotions -- 7.3 Personal selling and sales management

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