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Marketing

by Grewal, Dhruv; Levy, Michael

Edition:

1st

ISBN13:

9780073049021

ISBN10:

0073049026

Format:

Hardcover

Pub. Date:

2/20/2007

Publisher(s):

McGraw-Hill/Irwin

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Questions About This Book?

What version or edition is this?

This is the 1st edition with a publication date of 2/20/2007.

What is included with this book?

The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.

Summary

This text applies the marketing concept. Marketing and it's supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and stresses values, ethics, entrepreneurship, assessment and global topics.

Assessing the Marketplace
Overview of Marketing
Developing Marketing Strategies
Ethics
Analyzing the Environment
Understanding the Marketplace
Consumer Behavior
Business-to-Business
Global Markets
Targeting the Marketplace
Segmenting & Targeting
Marketing Research
Value Creation
Developing New Products
Managing the Product Portfolio and Branding
The Role of Services
Value Capture
Pricing Concepts
Setting Prices
Value Delivery
Designing the Channel and Supply Chain Management
Retailing
Value Communication
Integrated Marketing Communication
Advertising
Personal Selling
Table of Contents provided by Publisher. All Rights Reserved.

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