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