Marketing. / Dhruv Grewal and Michael Levy.
Material type: TextPublisher: New York : McGraw-Hill ; 2016Description: li, 679 p. : il.l; 28 cmISBN: 9780077729028LOC classification: HF5415.G6753(5e)Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY CC | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.G675(5e) (Browse shelf) | 1 | Available | 922/040/20 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.G6751(5e) (Browse shelf) | 2 | Available | 8604/056/20 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.G6752(5e) (Browse shelf) | 3 | Available | 8605/057/20 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.G6753(5e) (Browse shelf) | 4 | Available | 8614/066/20 |
Includes index and glossary.
Content:Section 1:Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Section 2: Understanding the marketplace -- Consumer behavior -- Business- to-business marketing -- Global marketing -- Section 3: Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Section 4:Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Section 5: Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Section 6:Value delivery designing the channel and supply chain -- Supply chain and channel management -- Retailing and omnichannel marketing -- Section 7:Value communication -- Integrated marketing communications -- Advertising, public relations , and sales promotions -- Personal selling and sales management.
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