M: Marketing 6th Edition – Ebook PDF Version

M: Marketing 6th Edition – Ebook PDF Version – Digital Instant Dowload.

Product details:

• ISBN-10 ‏ : ‎ 1259924033
• ISBN-13 ‏ : ‎ 978-1259924033
• Author: Dhruv Grewal, Michael Levy

M: Marketing is the most concise, impactful approach to Principles of Marketing on the market, with tightly integrated topics that explore both marketing fundamentals and new influencers, all in an engaging format. Authors Grewal and Levy emphasize that even the best products and services will go unsold if marketers cannot communicate their value. A robust suite of instructor resources and a regularly updated author blog provide a steady stream of current, fresh ideas for the classroom.

Table contents:

SECTION ONE Assessing the Marketplace
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
Appendix 2A: Writing a Marketing Plan
3 Analyzing the Marketing Environment

SECTION TWO Understanding the Marketplace
4 Consumer Behaviour
5 Business-to-Business Marketing

SECTION THREE Targeting the Marketplace
6 Segmentation, Targeting, and Positioning
7 Marketing Research
Appendix 7A: Using Secondary Data to Assess Customer Lifetime Value (CLV)

SECTION FOUR Value Creation
8 Developing New Products
9 Product, Branding, and Packaging Decisions
10 Services: The Intangible Product

SECTION FIVE Transacting Value
11 Pricing Concepts and Strategies: Establishing Value

SECTION SIX Value Delivery: Designing the Distribution Channel and Supply Chain
12 Distribution Channels
13 Retailing and Omnichannel Marketing

SECTION SEVEN Value Communication
14 Integrated Marketing Communications
Appendix 14A: Social and Mobile Media
15 Advertising, Sales Promotions, and Personal Selling

SECTION EIGHT Marketing in the Global Environment
16 Global Marketing
17 Ethics and Socially Responsible Marketing