TY  - BOOK
AU  - Grewal,Dhruv
AU  - Levy,Michael
TI  - Marketing
SN  - 9780078029004 (alk. paper)
AV  - HF5415 .G86 2014
U1  - 658.8 23
PY  - 2014///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - 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
ER  -