Grewal, Dhruv.
Marketing. / Dhruv Grewal, Michael Levy. - 4th ed. - xiii, 497 pages : color illustrations ; 28 cm
Includes bibliographical references (pages 439-465) and index.
Contents: Contents: 1. Assessing the marketplace: Overview of marketing – Developing marketing strategies and a marketing plan – Social and mobile marketing – Marketing ethics – Analyzing the marketing environment – 2. Understanding the marketplace: Consumer behavior – Business- to- business marketing – Global marketing – 3. Targeting the marketplace: Segmentation, targeting, and positioning – 4. Value creation: Products, branding, and packaging decisions – Developing new products -- services; The intangible product – 5. Value capture Pricing concepts for establishing value – 6. Value delivery; designing the channel and supply chain: Supply chain and channel management – Retailing and multichannel marketing – 7. Value communication: Integrated marketing communications – Advertising, public relations, and Sales promotions – Personal selling and sales management --
0077861027 9780077861025
2013957985
Marketing.
Marketing.
HF5415.G67(4e)
Marketing. / Dhruv Grewal, Michael Levy. - 4th ed. - xiii, 497 pages : color illustrations ; 28 cm
Includes bibliographical references (pages 439-465) and index.
Contents: Contents: 1. Assessing the marketplace: Overview of marketing – Developing marketing strategies and a marketing plan – Social and mobile marketing – Marketing ethics – Analyzing the marketing environment – 2. Understanding the marketplace: Consumer behavior – Business- to- business marketing – Global marketing – 3. Targeting the marketplace: Segmentation, targeting, and positioning – 4. Value creation: Products, branding, and packaging decisions – Developing new products -- services; The intangible product – 5. Value capture Pricing concepts for establishing value – 6. Value delivery; designing the channel and supply chain: Supply chain and channel management – Retailing and multichannel marketing – 7. Value communication: Integrated marketing communications – Advertising, public relations, and Sales promotions – Personal selling and sales management --
0077861027 9780077861025
2013957985
Marketing.
Marketing.
HF5415.G67(4e)