TY  - BOOK
AU  - 
AU  - Levy, Michael.
AU  - Light, Shirley.
AU  - Persaud, Ajax.
TI  - Marketing
SN  - 9781259030659
AV  - HF5415.G75(3e) 
PY  - 2015///
CY  - Toronto
PB  - McGraw-Hill / Ryerson
N1  - Includes index; 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
ER  -