Marketing 6th Edition – Ebook Instant Download/Delivery ISBN(s): 9781259709074,1259709078

Product details:

• ISBN-10: 1259709078
• ISBN-13: 9781259709074
• Author: Dhruv Grewal, Michael Levy

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.

Table contents:

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

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