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Grewal/Levy was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors with updated tools every month through the monthly newsletter.
With Connect Plus, students examine how firms analyze, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.
Table of Contents
SECTION ONE: 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 TWO: Understanding the Marketplace
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing
SECTION THREE: Targeting the Marketplace
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Understanding the Marketplace
SECTION FOUR: Value Creation
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product
SECTION FIVE: Value Capture
Chapter 14: Pricing Concepts for Establishing Value
Chapter 15: Strategic Pricing Methods
SECTION SIX: Value Delivery: Designing the Channel and Supply Chain
Chapter 16: Supply Chain and Channel Management
Chapter 17: Retailing and Multichannel Marketing
SECTION SEVEN: Value Communication
Chapter 18: Integrated Marketing Communications
Chapter 19: Advertising, Public Relations, and Sales Promotions