Marketing, 6th Edition

Marketing, 6th Edition Front Cover
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721 pages

Book Description

Grewal/Levy's Marketing was designed to show today's social, mobile and digital student population how marketing adds value and how firms maintain and 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 both fundamentals and new marketing influencers and features comprehensive coverage, topics like social media and ethics integrated throughout, robust instructor resources, and regularly updated blog with content tagged by chapter to help keep classroom discussions current and engaging.

Table of Contents

Section 1 Assessing The Marketplace
Chapter 1 Overview Of Marketing
Chapter 2 Developing Marketing Strategies And A Marketing Plan
Chapter 3 Social And Mobile Marketing
Chapter 4 Conscious Marketing, Corporate Social Responsibility, And 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 And Tactics

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

Book Details

  • Title: Marketing, 6th Edition
  • Length: 721 pages
  • Edition: 6th Revised edition
  • Language: English
  • Publication Date: 2017-04-01
  • ISBN-10: 1259709078
  • ISBN-13: 9781259709074
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