creator Levy, Michael. Light, Shirley. Persaud, Ajax. text Toronto McGraw-Hill / Ryerson 2015 3rd Canadian edition. monographic eng

print

xxix + various pagings ill. ; 29 cm. Contents : Section one : Assessing the marketplace : Overview of marketing -- Developing marketing strategies and a marketing plan --- Analyzing the marketing environment -- Section two : Understanding the marketplace : Consumer behaviour -- Business-to-business marketing -- Section three : Targeting the marketplace : Segmentation, targeting, and positioning -- Marketing research -- Section four : Value creation : Developing new products -- Product, branding, and packaging decisions -- Services : the intangible product -- Section five :Transacting value : Pricing concepts and strategies : establishing value -- Section six : Value delivery : designing the distribution channel and supply chain : Distribution channels -- Retailing and multichanneled marketing -- Section seven : Value communication : Integrated marketing communications -- Advertising, sales promotions, and personal selling -- Social and mobile marketing -- Section eight : Marketing in the global environment : Globa, marketing -- Ethics and socially responsible marketing Dhruv Grewal ...[et al.] Includes index. HF5415.G75(3e) 9781259030659 220706 20220706131438.0