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M: Marketing

by Grewal, Dhruv; Levy, Michael

Edition:

3rd

ISBN13:

9780078028854

ISBN10:

007802885X

Format:

Paperback

Pub. Date:

1/19/2012

Publisher(s):

McGraw-Hill/Irwin

Other versions by this Author

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Summary

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.

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