By: Grewal, Dhruv
Title By: Levy, MichaelMaterial type: BookPublisher: New York, NY : McGraw-Hill Education, c2018.Edition: 6th ed.Description: xxxix, 678 p. : col. ill. ; 29 cm.ISBN: 9781259709074Program: MARK804Subject(s): MarketingDDC classification: 658.8 GR MA
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.8 GR MA (Browse shelf)||Available||T0056315|
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.
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.