(eBook PDF) Marketing 6th Edition by Dhruv Grewal – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1259709078
- ISBN-13 : 978-1259709074
- Author: Dhruv Grewal, Michael Levy
Grewal/Levy’s Marketing shows today’s social, mobile and digital student population how marketing adds value and how firms rely on value for establishing lasting relationships with their customers.
Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores fundamentals and new influencers, with comprehensive coverage and topics like social media and ethics integrated throughout. A robust suite of instructor resources and regularly updated grewallevymarketing.com blog will keep classroom discussions current and engaging.
Table contents:
SECTION 1: Assessing The Marketplace
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies
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
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
Chapter 15: Strategic Pricing Methods
SECTION 6: Value Delivery: Designing The Channel And Supply Chain
Chapter 16: Supply Chain and Channel Management
Chapter 17: Retailing and Omnichannel Marketing
SECTION 7: Value Communication
Chapter 18: Integrated Marketing Communications
Chapter 19: Advertising, Public Relations, and Sales Promotions
Chapter 20: Personal Selling and Sales Management
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