Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College
EDITION STATEMENT
Edition Statement
Fourth Edition
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xlvi, 648 pages, 68 unnumbered pages :
Other Physical Details
color illustrations ;
Dimensions
29 cm
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and indexes
CONTENTS NOTE
Text of Note
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