Marketing / Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College.
Material type:
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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AAMUSTED LIBRARY, KUMASI Reserve Book Shelf | HF5415 .G86 2014 (Browse shelf(Opens below)) | 1 | Available (Restricted Access) | 0000001863 |
Includes index.
Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery : designing the channel and supply chain -- Supply chain and channel management -- Retailing and multichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management -- Glossary -- Chapter quiz answer key -- Chapter notes -- Credits -- Name index -- Company index -- Subject index.
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