About this product

Product Identifiers

PublisherMcGraw-Hill Higher Education

ISBN-100077861027

ISBN-139780077861025

eBay Product ID (ePID)180424270

Product Key Features

Number of Pages512 Pages

LanguageEnglish

Publication NameM: Marketing

Publication Year2014

SubjectMarketing / General, Management

TypeTextbook

AuthorDhruv Grewal, Michael Levy

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height0.6 in

Item Weight32.4 Oz

Item Length11 in

Item Width9 in

Additional Product Features

Edition Number4

Intended AudienceCollege Audience

LCCN2013-957985

Grade FromCollege Freshman

IllustratedYes

Grade ToCollege Freshman

Table Of ContentSection 1-Assessing the Marketplace Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Social and Mobile Marketing Chapter 4: Marketing Ethics Chapter 5: Analyzing the Marketing Environment Section 2-Understanding the Marketplace Chapter 6: Consumer Behavior Chapter 7: Business-to-Business Marketing Chapter 8: Global Marketing Section 3-Targeting the Marketplace Chapter 9: Segmentation, Targeting, and Positioning Chapter 10: Marketing Research and Information Systems Section 4-Value Creation Chapter 11: Product, Branding, and Packaging Decisions Chapter 12: Developing New Products Chapter 13: Services the Intangible Product Section 5-Value Capture Chapter 14: Pricing Concepts for Establishing Value Section 6-Value Delivery: Designing the Channel and Supply Chain Chapter 15: Supply Chain Management Chapter 16: Retailing and Multichannel Marketing Section 7-Value Communication Chapter 17: Integrated Marketing Communications Chapter 18: Advertising, Public Relations, and Sales Promotions Chapter 19: Personal Selling and Sales Management

SynopsisAdding Value to your Marketing Course - Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter. In their 4th edition of M: Marketing , Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting. With a new chapter on Social and Mobile Marketing, Grewal and Levy's M: Marketing continues to be among the most contemporary products for studying the principles of marketing today.

LC Classification NumberHF5415.G675 2015