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Marketing / Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College.

By: Grewal, DhruvContributor(s): Levy, Michael, 1950-Material type: TextTextPublisher: New York : McGraw-Hill/Irwin, 2014Edition: 4th edDescription: 1 volume (various pagings) : ill. ; 29 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780078029004 (alk. paper); 0078029007 (alk. paper)Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .G86 2014
Contents:
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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Holdings
Item type Current library Call number Copy number Status Date due Barcode
AAMUSTED Books AAMUSTED Books 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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