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Marketing

Marketing - 2nd edition

ISBN13: 978-0073380957

Cover of Marketing 2ND 10 (ISBN 978-0073380957)
ISBN13: 978-0073380957
ISBN10: 0073380954
Cover type: Hardback
Edition/Copyright: 2ND 10
Publisher: Richard D. Irwin, Inc.
Published: 2010
International: No

List price: $183.75

Marketing - 2ND 10 edition

ISBN13: 978-0073380957

Dhruv Grewal and Michael Levy

ISBN13: 978-0073380957
ISBN10: 0073380954
Cover type: Hardback
Edition/Copyright: 2ND 10
Publisher: Richard D. Irwin, Inc.

Published: 2010
International: No
Summary

Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word "Marketing," making it the most modern and forward thinking of all principles of marketing offerings. It seeks to applies the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics.

Table of Contents

Table of Contents

Section One Assessing the Marketplace Chapter 1 Overview of Marketing Chapter 2 Developing Marketing Strategies and a Marketing Plan Chapter 3 Marketing Ethics Chapter 4 Analyzing the Marketing Environment Section Two Understanding the Marketplace Chapter 5 Consumer Behavior Chapter 6 Business-to-Business Marketing Chapter 7 Global Marketing Section Three Targeting the Marketplace Chapter 8 Segmentation, Targeting, and Positioning Chapter 9 Marketing Research and Information Systems Section Four Value Creation Chapter 10 Product, Branding, and Package Decisions Chapter 11 Developing New Products Chapter 12 Services: The Intangible Product Section Five Value Capture Chapter 13 Pricing Concepts for Establishing Value Chapter 14 Strategic Pricing Methods Section Six Value Delivery: Designing the Channel and Supply Chain Chapter 15 Supply Chain Management Chapter 16 Retailing and Multi-Channel Marketing Section Seven Value Communication Chapter 17 Integrated Marketing Communications Chapter 18 Advertising and Sales Promotions Chapter 19 Personal Selling and Sales Management