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M: Marketing

by ;
Edition:
4th
ISBN13:

9780077861025

ISBN10:
0077861027
Format:
Paperback
Pub. Date:
2/20/2014
Publisher(s):
McGraw-Hill/Irwin
List Price: $80.66

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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 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

Chapter 19: Personal Selling and Sales Management



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