Marketing / Dhruv Grewal ...[et al.]
Material type:
TextPublication details: Toronto : McGraw-Hill / Ryerson, 2015.Edition: 3rd Canadian editionDescription: xxix + various pagings ill. ; 29 cmISBN: - 9781259030659
- HF5415.G75(3e)
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.G75(3e) (Browse shelf(Opens below)) | 1 | Available | 8625/077/20 |
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
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