Marketing

by Grewal, Dhruv; Levy, Michael

• ISBN13: 9780073380957
• ISBN10: 0073380954
• Edition: 2nd
• Format: Hardcover
• Copyright: 2009-02-03
• Publisher: McGraw-Hill/Irwin

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

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