TY  - BOOK
AU  - Grewal,Dhruv
AU  - Levy,Michael
TI  - Marketing
SN  - 0077861027
AV  - HF5415 .G675 2015
U1  - 658.8 23
PY  - 2015///]
CY  - New York, N.Y.
PB  - Mcgraw-Hill Education
KW  - Marketing
N1  - 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
N2  - "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
ER  -