01413nam a22001457a 4500008004100000020001800041050002100059100001900080245004900099260003700148300003200185500003300217505099800250700001901248200311b        xxu||||| |||| 00| 0 eng d  a9780077729028  aHF5415.G6753(5e)  aGrewal, Dhruv.  aMarketing. /cDhruv Grewal and Michael Levy.  aNew York :bMcGraw-Hill ;c2016.  ali, 679 p. :bil.l;c28 cm.  aIncludes index and glossary.  aContent:Section 1:Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Section 2: Understanding the marketplace -- Consumer behavior -- Business- to-business marketing -- Global marketing -- Section 3: Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Section 4:Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Section 5: Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Section 6:Value delivery designing the channel and supply chain -- Supply chain and channel management -- Retailing and omnichannel marketing -- Section 7:Value communication -- Integrated marketing communications -- Advertising, public relations , and sales promotions -- Personal selling and sales management.   aLevy, Michael.