000			01465nam a22001697a 4500
008			200311b xxu||||| |||| 00| 0 eng d
020			_a9780077729028
050			_aHF5415.G6753(5e)
100			_aGrewal, Dhruv.
245			_aMarketing. / _cDhruv Grewal and Michael Levy.
260			_aNew York : _bMcGraw-Hill ; _c2016.
300			_ali, 679 p. : _bil.l; _c28 cm.
500			_aIncludes index and glossary.
505			_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.
700			_aLevy, Michael.
942			_2lcc _cBK
999			_c7157 _d14657