Grewal/Levy was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors with updated tools every month through the monthly newsletter.
With Connect Plus, students examine how firms analyze, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.
Contents
SECTION ONE: 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 TWO: Understanding the Marketplace
- Chapter 6: Consumer Behavior
- Chapter 7: Business-to-Business Marketing
- Chapter 8: Global Marketing
SECTION THREE: Targeting the Marketplace
- Chapter 9: Segmentation, Targeting, and Positioning
- Chapter 10: Understanding the Marketplace
SECTION FOUR: Value Creation
- Chapter 11: Product, Branding, and Packaging Decisions
- Chapter 12: Developing New Products
- Chapter 13: Services: The Intangible Product
SECTION FIVE: Value Capture
- Chapter 14: Pricing Concepts for Establishing Value
- Chapter 15: Strategic Pricing Methods
SECTION SIX: Value Delivery: Designing the Channel and Supply Chain
- Chapter 16: Supply Chain and Channel Management
- Chapter 17: Retailing and Multichannel Marketing
SECTION SEVEN: Value Communication
- Chapter 18: Integrated Marketing Communications
- Chapter 19: Advertising, Public Relations, and Sales Promotions
- Chapter 20: Personal Selling and Sales Management
Book Details
- Hardcover: 768 pages
- Publisher: McGraw-Hill/Irwin; 4 edition (c2013)
- Language: English
- ISBN-10: 0078029007
- ISBN-13: 978-0078029004
- Product Dimensions: 10.9 x 8.6 x 1.3 inches
- List Price: $202.67