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Marketing
ISBN: 9780073049021 | 0073049026
Edition: 1stFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/20/2007
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Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word "Marketing," making it the most modern and forward thinking of all principles of marketing offerings. It seeks to applies the marketing concept. "Marketing" and its supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics.
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| Assessing the Marketplace | |
| Overview of Marketing | |
| Developing Marketing Strategies | |
| Ethics | |
| Analyzing the Environment | |
| Understanding the Marketplace | |
| Consumer Behavior | |
| Business-to-Business | |
| Global Markets | |
| Targeting the Marketplace | |
| Segmenting & Targeting | |
| Mar... MORE | |
| Value Creation | |
| Developing New Products | |
| Managing the Product Portfolio and Branding | |
| The Role of Services | |
| Value Capture | |
| Pricing Concepts | |
| Setting Prices | |
| Value Delivery | |
| Designing the Channel and Supply Chain Management | |
| Retailing | |
| Value Communication | |
| Integrated Marketing Communication | |
| Advertising | |
| Personal Selling | |
| Table of Contents provided by Publisher. All Rights Reserved. |
