Marketing (Book, 2015) [WorldCat.org]
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Marketing
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Marketing

Author: Dhruv Grewal; Michael Levy
Publisher: New York, N.Y. : Mcgraw-Hill Education, [2015]
Edition/Format:   Print book : English : Fourth editionView all editions and formats
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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Dhruv Grewal; Michael Levy
ISBN: 0077861027 9780077861025
OCLC Number: 870517676
Description: xiii, 497 pages : color illustrations ; 28 cm
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.
Responsibility: Dhruv Grewal, Babson College, Michael Levy, Babson College.
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Abstract:

Explores social psychological science and applies it to contemporary issues and everyday life. This book presents 31 short modules - each readable in a single sitting - that introduce students to  Read more...

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