Marketing. / Dhruv Grewal and Michael Levy.
Material type:
TextPublisher: New York: Mc. Graw Hill, 2016Edition: 5th edDescription: li , 679 p. : ill. ; 29 cmISBN: 9780077729028; 0077729021Subject(s): LOC classification: HF5415.G67(5e)| Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Includes index.
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 marketing place: Consumer behavior -- Business-to-business marketing -- Global marketing -- 3. Targeting the marketplace: Segmentation, targeting, and positioning -- Marketing research -- 4. Value creation: Product, branding, and packaging decisions -- developing new products -- Services: the intangible product -- 5. Value capture: Pricing concepts for establishing value -- Strategic pricing methods -- 6. Value delivery: designing the channel and supply chain: Supply chain and channel management -- Retailing and omnichannel marketing -- Value communication: Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management --
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