Marketing Dhruv Grewal and Michael Levy

Includes bibliographical references and index

Sect. 1 Assessing the Marketplace
1 Overview of Marketing 3
2 Developing Marketing Strategies and a Marketing Plan 31
3 Marketing Ethics 85
4 Analyzing the Marketing Environment 113
Sect. 2 Understanding the Marketplace 147
5 Consumer Behavior 149
6 Business-to-Business Marketing 181
7 Global Marketing 207
Sect. 3 Targeting the Marketplace 241
8 Segmentation, Targeting, and Positioning 243
9 Marketing Research and Information Systems 275
Sect. 4 Value Creation 307
10 Product, Branding, and Packaging Decisions 309
11 Developing New Products 339
12 Services: The Intangible Product 367
Sect. 5 Value Capture 395
13 Pricing Concepts for Establishing Value 397
14 Strategic Pricing Methods 425
Sect. 6 Value Delivery: Designing the Channel and Supply Chain 453
15 Supply Chain Management 455
16 Retailing and Multichannel Marketing 487
Sect. 7 Value Communication 521
17 Integrated Marketing Communications 523
18 Advertising, Public Relations, and Sales Promotions 551
19 Personal Selling and Sales Management 585
Glossary 609
Quiz Yourself Answer Key 623
Endnotes 625
Credits 657
Name Index 667
Company Index 669
Subject Index