Grewal, Dhruv. creator Levy, Michael. text bibliography nyu 2015 4th ed. monographic eng

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xiii, 497 pages : color illustrations ; 28 cm Contents: Contents: 1. Assessing the marketplace: Overview of marketing – Developing marketing strategies and a marketing plan – Social and mobile marketing – Marketing ethics – Analyzing the marketing environment – 2. Understanding the marketplace: Consumer behavior – Business- to- business marketing – Global marketing – 3. Targeting the marketplace: Segmentation, targeting, and positioning – 4. Value creation: Products, branding, and packaging decisions – Developing new products -- services; The intangible product – 5. Value capture Pricing concepts for establishing value – 6. Value delivery; designing the channel and supply chain: Supply chain and channel management – Retailing and multichannel marketing – 7. Value communication: Integrated marketing communications – Advertising, public relations, and Sales promotions – Personal selling and sales management -- Dhruv Grewal, Michael Levy. Includes bibliographical references (pages 439-465) and index. Marketing Marketing HF5415.G67(4e) 0077861027 9780077861025 2013957985 http://www.loc.gov/catdir/enhancements/fy1506/2013957985-t.html http://www.loc.gov/catdir/enhancements/fy1506/2013957985-d.html http://www.loc.gov/catdir/enhancements/fy1511/2013957985-b.html http://www.loc.gov/catdir/enhancements/fy1506/2013957985-t.html http://www.loc.gov/catdir/enhancements/fy1506/2013957985-d.html http://www.loc.gov/catdir/enhancements/fy1511/2013957985-b.html YDXCP 131219 20211129143407.0 17976232