Marketing /
M : marketing
Dhruv Grewal, Michael Levy.
- 3rd ed.
- New York : McGraw Hill/Irwin, c2013.
- xiv, 450 p. : col. ill. ; 28 cm. + 18 active review cards.
Active review cards on perforated pages at end. Cover title: M.
Includes bibliographical references (p. 394-450) and index.
Assessing the marketplace -- Understanding the marketplace -- Targeting the marketplace -- Value creation -- Value capture -- Value delivery : designing the channel and supply chain -- Value communication.
Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students. This title emphasizes this approach.