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Marketing / Dhruv Grewal, Michael Levy.

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublisher: New York, N.Y. : Mcgraw-Hill Education, [2015]Copyright date: ©2015Edition: Fourth editionDescription: xiii, 497 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0077861027
  • 9780077861025
Other title:
  • M : Marketing [Cover title]
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .G675 2015
Contents:
Section 1. Assessing the Marketplace -- Section 2. Understanding the Marketplace -- Section 3. Targeting the Marketplace -- Section 4. Value Creation -- Section 5. Value Capture -- Section 6. Value Delivery: Designing the Channel and Supply Chain -- Section 7. Value Communication -- --
Section 1. Assessing the Marketplace -- 1. Overview of Marketing -- 2. Developing Marketing Strategies and a Marketing Plan -- 3. Social and Mobile Marketing -- 4. Marketing Ethics -- 5. Analyzing the Marketing Environment -- -- Section 2. Understanding the Marketplace -- 6. Consumer Behavior -- 7. Business-to-Business Marketing -- 8. Global Marketing -- -- Section 3. Targeting the Marketplace -- 9. Segmentation, Targeting, and Positioning -- 10. Marketing Research and Information Systems -- -- Section 4. Value Creation -- 11. Product, Branding, and Packaging Decisions -- 12. Developing New Products -- 13. Services the Intangible Product -- -- Section 5. Value Capture -- 14. Pricing Concepts for Establishing Value -- -- Section 6. Value Delivery: Designing the Channel and Supply Chain -- 15. Supply Chain Management -- 16. Retailing and Multichannel Marketing -- -- Section 7. Value Communication -- 17. Integrated Marketing Communications -- 18. Advertising, Public Relations, and Sales Promotions -- 19. Personal Selling and Sales Management.
Summary: "Adding Value to your Marketing Course - Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter. In their 4th edition of M: Marketing, Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting. With a new chapter on Social and Mobile Marketing, Grewal and Levy's M: Marketing continues to be among the most contemporary products for studying the principles of marketing today."--Publisher's website.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 GRE (Browse shelf(Opens below)) 1 Long Overdue (Lost) Issued 29/07/2021 04:00 A526568B

Includes bibliographical references and index.

Section 1. Assessing the Marketplace -- Section 2. Understanding the Marketplace -- Section 3. Targeting the Marketplace -- Section 4. Value Creation -- Section 5. Value Capture -- Section 6. Value Delivery: Designing the Channel and Supply Chain -- Section 7. Value Communication -- --

Section 1. Assessing the Marketplace -- 1. Overview of Marketing -- 2. Developing Marketing Strategies and a Marketing Plan -- 3. Social and Mobile Marketing -- 4. Marketing Ethics -- 5. Analyzing the Marketing Environment -- -- Section 2. Understanding the Marketplace -- 6. Consumer Behavior -- 7. Business-to-Business Marketing -- 8. Global Marketing -- -- Section 3. Targeting the Marketplace -- 9. Segmentation, Targeting, and Positioning -- 10. Marketing Research and Information Systems -- -- Section 4. Value Creation -- 11. Product, Branding, and Packaging Decisions -- 12. Developing New Products -- 13. Services the Intangible Product -- -- Section 5. Value Capture -- 14. Pricing Concepts for Establishing Value -- -- Section 6. Value Delivery: Designing the Channel and Supply Chain -- 15. Supply Chain Management -- 16. Retailing and Multichannel Marketing -- -- Section 7. Value Communication -- 17. Integrated Marketing Communications -- 18. Advertising, Public Relations, and Sales Promotions -- 19. Personal Selling and Sales Management.

"Adding Value to your Marketing Course - Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter. In their 4th edition of M: Marketing, Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting. With a new chapter on Social and Mobile Marketing, Grewal and Levy's M: Marketing continues to be among the most contemporary products for studying the principles of marketing today."--Publisher's website.

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