(Ebook PDF) Marketing 3rd Edition by Grewal, Levy, Harrigan, Bucic, Kopanidis 1760423882 9781760423889 full chapters

Marketing 3rd Edition by Grewal, Levy, Harrigan, Bucic, Kopanidis – Ebook PDF Instant Download/DeliveryISBN: 1760423882, 9781760423889

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Product details:

ISBN-10 ‏ : ‎ 1760423882 

ISBN-13 ‏ : ‎9781760423889 

Author:  Grewal, Levy, Harrigan, Bucic, Kopanidis 

The third edition is designed to show students how organisations can create, deliver and capture value for customers, and how value can be used as a tool to build lasting customer relationships.

Exploring both fundamental concepts and new marketing strategies and tactics, Grewal’s Marketing continues to evolve as the marketing function does. Covering topics like social media, marketing analytics and ethics, both individually and integrated throughout, the new edition illustrates how these areas now cross all aspects of marketing.

 

Marketing 3rd Table of 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 & PR  

 

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