9780073380957

Marketing

by ;
  • ISBN13:

    9780073380957

  • ISBN10:

    0073380954

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2/3/2009
  • Publisher: McGraw-Hill/Irwin
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Summary

It is clear that marketing has changed significantly in the past few decades. So much so, that in 2004 and again in 2007, the American Marketing Association redefined the word �marketing� itself. Grewal/Levy is the first Principles of Marketing text to be written from the ground up using the new definition and its value focus. In keeping with the value theme of the text, the authors met face to face with more than 150 instructors and walked through each chapter of the text and each supplement of the package in order to provide the most current, useful text and package on the market. Other themes that permeate throughout the text are: services, ethics, global marketing and the power of the internet. Because services marketing and ethics in marketing play such vital roles in marketing practice today, the authors have dedicated an entire chapter to each of these concepts. The authors provide adding value, superior service, ethical and societal dilemmas and the power of the internet examples throughout, and everywhere these themes fit. The authors have also been careful to integrate the 4Ps of marketing with the overriding value theme..

Table of Contents

Assessing the Marketplace
Overview of Marketing
Developing Marketing Strategies and a Marketing Plan
Marketing Ethics
Analyzing the Marketing Environment
Understanding the Marketplace
Consumer Behavior
Business-to-Business Marketing
Global Marketing
Targeting the Marketplace
Segmentation, Targeting, and Positioning
Marketing Research and Information Systems
Value Creation
Product, Branding, and Package Decisions
Developing New Products
Services: The Intangible Product
Value Capture
Pricing Concepts for Establishing Value
Strategic Pricing Methods
Value Delivery: Designing the Channel and Supply Chain
Supply Chain Management
Retailing and Multi-Channel Marketing
Value Communication
Integrated Marketing Communications
Advertising and Sales Promotions
Personal Selling and Sales Management
Table of Contents provided by Publisher. All Rights Reserved.

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