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Marketing

Author: Dhruv Grewal; Michael Levy
Publisher: New York : McGraw Hill/Irwin, ©2011.
Edition/Format:   Print book : English : 2nd edView all editions and formats
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Intended for students and professors, this title deals with the principles of marketing.

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Document Type: Book
All Authors / Contributors: Dhruv Grewal; Michael Levy
ISBN: 9780077386436 0077386434 9780073404875 007340487X
OCLC Number: 540953747
Description: x, 422 pages : illustrations ; 28 cm
Contents: I. Assessing the marketplace 1. Overview of marketing --
2. Developing marketing strategies and a marketing plan --
3. Marketing ethics --
4. Analyzing the marketing environment --
Macroenvironmental factors --II. Understanding the marketplace --
5. Consumer behavior --
6. Business-to-business marketing --
7. Global marketing --
III. Targeting the marketplace --
8. Segmentation, targeting, and positioning --
9. Marketing research and information systems --
The ethics of using customer information. IV. Value creation --
10. Product, branding, and packaging decisions --
11. Developing new products --
12. Services : the intangible product --
V. Value capture --
13. Pricing concepts for establishing value --
Legal and ethical aspects of pricing --
VI. Value delivery : designing the channel and supply chain --
14. Supply chain management --
15. Retailing and multichannel marketing --
VII. Value communication --
16. Integrated marketing communications --
17. Advertising, public relations, and sales promotions --
18. Personal selling and sales management.
Other Titles: M :
Responsibility: Dhruv Grewal, Michael Levy.
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