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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.
Table of Contents
Section 1-Assessing the Marketplace
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 3: Social and Mobile Marketing
Chapter 4: Marketing Ethics
Chapter 5: Analyzing the Marketing Environment
Section 2-Understanding the Marketplace
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing
Section 3-Targeting the Marketplace
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Marketing Research and Information Systems
Section 4-Value Creation
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services the Intangible Product
Section 5-Value Capture
Chapter 14: Pricing Concepts for Establishing Value
Section 6-Value Delivery: Designing the Channel and Supply Chain
Chapter 15: Supply Chain Management
Chapter 16: Retailing and Multichannel Marketing
Section 7-Value Communication
Chapter 17: Integrated Marketing Communications
Chapter 18: Advertising, Public Relations, and Sales Promotions