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Grewal/Levy was designed for today's changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors up to date tools every month through the monthly newsletter.It has a strong emphasis on experiential learning and focuses on the value that marketer's create for the firm. In addition the authors have incorporated the theme of Entrepreneurship throughout the text, building on Babson's reputation as the top school for entrepreneurship in the country. As one of the shortest of the hardback books on the market Grewal also fits the changing needs of professors to present a more concise look at key marketing concepts.
Table of Contents
Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Marketing Ethics Chapter 4: Analyzing the Market Environment Chapter 5: Consumer Behavior Chapter 6: Business-to-Business Marketing Chapter 7: Global Marketing Chapter 8: Segmentation, Targeting, and Positioning Chapter 9: Marketing Research Chapter 10: Product, Branding, and Packaging Decisions Chapter 11: Developing New Products Chapter 12: Services: The Intangible Product Chapter 13: Pricing Concepts for Establishing Value Chapter 14: Strategic Pricing Methods Chapter 15: Supply Chain And Channel Management Chapter 16: Retailing And Mulitchannel Marketing Chapter 17: Integrated Marketing Communications Chapter 18: Advertising, Public Relations, And Sales Promotions Chapter 19: Personal Selling And Sales Management