Midlands State University Library
Image from Google Jackets

Marketing created by Dhruv Grewal and Michael Levy

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York McGraw Hill/Irwin 2011Edition: Second editionDescription: 422 pages ill. 28 cmISBN:
  • 9780077386436
  • 0077386434
  • 9780073404875
  • 007340487X
Subject(s): LOC classification:
  • HF5415
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.
Summary: Intended for students and professors, this title deals with the principles of marketing.
Reviews from LibraryThing.com:
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Batanai Library Open Shelf HF5415 GRE (Browse shelf(Opens below)) 116201 Available BK140558

Includes bibliographical references and index

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.

Intended for students and professors, this title deals with the principles of marketing.

There are no comments on this title.

to post a comment.