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" Marketing / "
Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College
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BL
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| Record Number
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621973
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| Doc. No
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dltt
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| Main Entry
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Grewal, Dhruv
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| Title & Author
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Marketing /\ Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College
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| Edition Statement
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Fourth Edition
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| Page. NO
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xlvi, 648 pages, 68 unnumbered pages :: color illustrations ;; 29 cm
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| ISBN
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9780078029004 (alk. paper)
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: 0078029007 (alk. paper)
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| Bibliographies/Indexes
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Includes bibliographical references and indexes
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| Contents
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Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery : designing the channel and supply chain -- Supply chain and channel management -- Retailing and multichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management -- Glossary -- Chapter quiz answer key -- Chapter notes -- Credits -- Name index -- Company index -- Subject index
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| Subject
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Marketing
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.G6753 2014
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| Added Entry
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Levy, Michael,1950-
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