Grewal, Dhruv.

Marketing / Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College. - Fourth Edition. - 1 volume (various pagings) : illustrations ; 29 cm

Includes index.

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.

9780078029004 (alk. paper) 0078029007 (alk. paper)

2012044583


Marketing.

HF5415 / .G6753 2014

658.8

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