(eBook PDF) Marketing 1st Australian Edition by Dhruv Grewal

(eBook PDF) Marketing 1st Australian Edition by Dhruv Grewal – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1760421251
• ISBN-13 ‏ : ‎ 978-1760421250
• Author: Dhruv Grewal , Michael Levy, Shane Mathews , Paul Harrigan  Tania Bucic

Marketing is designed for today’s changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing.

Supported by results-driven technology in McGraw-Hill’s Connect and a focused table of contents covering all of the foundational topics in thirteen chapters, Marketing is the ideal choice for any Principles of Marketing course. With the Connect package, students examine how firms analyse, 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 contents:

Part 1: Assessing the Marketplace
1. Overview of Marketing
2. Digital Marketing
3. Marketing Ethics, Sustainability and CSR
4. Analysing the Marketing Environment

Part 2: Understanding and Targeting the Marketplace
5. Consumer Behaviour
6. Segmentation, Targeting and Positioning
7. Marketing Research

Part 3: Value Creation
8. Product and Branding Decisions
9. Developing New Products
10. Services: The Intangible Product

Part 4: Value Capture, Delivery and Communication
11. Pricing Concepts for Establishing Value
12. Supply Chain, Channel Management, Retail
13. Integrated Marketing Communications, Advertising &

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