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Full Description
Grewal/Levy's Marketing shows today's social, mobile and digital student population how marketing adds value and how firms rely on value for establishing lasting relationships with their customers.Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores fundamentals and new influencers, with comprehensive coverage and topics like social media and ethics integrated throughout. A robust suite of instructor resources and regularly updated grewallevymarketing.com blog will keep classroom discussions current and engaging.
Contents
SECTION 1Chapter 1: Overview of MarketingChapter 2: Developing Marketing Strategies Chapter 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 ResearchSECTION 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 ValueChapter 15: Strategic Pricing MethodsSECTION 6: Value Delivery: Designing The Channel And Supply ChainChapter 16: Supply Chain and Channel ManagementChapter 17: Retailing and Omnichannel MarketingSECTION 7: Value CommunicationChapter 18: Integrated Marketing CommunicationsChapter 19: Advertising, Public Relations, and Sales PromotionsChapter 20: Personal Selling and Sales ManagementNER(01): WOW
