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Full Description
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 found in each chapter. In their 4th edition of M: Marketing, Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting. With a new chapter on Social and Mobile Marketing, Grewal and Levy's M: Marketing continues to be among the most contemporary products for studying the principles of marketing today.
Contents
Section 1-Assessing the MarketplaceChapter 1MarketingChapter 2: Developing Marketing Strategies and a Marketing PlanChapter 3: Social and Mobile MarketingChapter 4: Marketing EthicsChapter 5: Analyzing the Marketing EnvironmentSection 2-Understanding the MarketplaceChapter 6: Consumer BehaviorChapter 7: Business-to-Business MarketingChapter 8: Global MarketingSection 3-Targeting the MarketplaceChapter 9: Segmentation, Targeting, and PositioningChapter 10: Marketing Research and Information SystemsSection 4-Value CreationChapter 11: Product, Branding, and Packaging DecisionsChapter 12: Developing New ProductsChapter 13: Services the Intangible ProductSection 5-Value CaptureChapter 14: Pricing Concepts for Establishing ValueSection 6-Value Delivery: Designing the Channel and Supply ChainChapter 15: Supply Chain ManagementChapter 16: Retailing and Multichannel MarketingSection 7-Value CommunicationChapter 17: Integrated Marketing CommunicationsChapter 18: Advertising, Public Relations, and Sales PromotionsChapter 19: Personal Selling and Sales ManagementNER(01): WOW
