Marketing
ISBN: 9780073380957 | 0073380954
Edition: 2ndFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/3/2009
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It is clear that marketing has changed significantly in the past few decades. So much so, that in 2004 and again in 2007, the American Marketing Association redefined the word �marketing� itself. Grewal/Levy is the first Principles of Marketing text to be written from the ground up using the new definition and its value focus. In keeping with the value theme of the text, the authors met face to face with more than 150 instructors and walked through each chapter of the text and each supplement of the package in order to provide the most curr... MORE
| Assessing the Marketplace | |
| Overview of Marketing | |
| Developing Marketing Strategies and a Marketing Plan | |
| Marketing Ethics | |
| Analyzing the Marketing Environment | |
| Understanding the Marketplace | |
| Consumer Behavior | |
| Business-to-Business Marketing | |
| Global Marketing | |
| Targeting the Marketplace | |
| ... MORE | |
| Marketing Research and Information Systems | |
| Value Creation | |
| Product, Branding, and Package Decisions | |
| Developing New Products | |
| Services: The Intangible Product | |
| Value Capture | |
| Pricing Concepts for Establishing Value | |
| Strategic Pricing Methods | |
| Value Delivery: Designing the Channel and Supply Chain | |
| Supply Chain Management | |
| Retailing and Multi-Channel Marketing | |
| Value Communication | |
| Integrated Marketing Communications | |
| Advertising and Sales Promotions | |
| Personal Selling and Sales Management | |
| Table of Contents provided by Publisher. All Rights Reserved. |
