Grewal, Dhruv creator Michael Levy text New York McGraw Hill c2014 Second edition monographic

print

xlvi, 677 pages : color illustration ; 28 cm. 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 Grewal Dhruv and Michael Levy Includes glossary and index. Marketing Management Cir 658 G841 2014 Circulation 9780071285469 241106 20250410084235.0 0006-8067