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|a Grewal, Dhruv
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|4 aut
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| 245 |
1 |
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|a Marketing /
|c Dhruv Grewal, Michael Levy
|
| 250 |
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|a 4th ed.
|
| 260 |
|
|
|a New York :
|b McGraw-Hill/Irwin,
|c c2014
|
| 300 |
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|
|a 1 sv. (různé stránkování) :
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|c 29 cm
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| 500 |
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|a Terminologický slovník
|
| 504 |
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|
|a Obsahuje bibliografické odkazy a rejstříky
|
| 505 |
0 |
|
|a Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery : designing the channel and supply chain -- Supply chain and channel management -- Retailing and multichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management -- Glossary -- Chapter quiz answer key -- Chapter notes -- Credits -- Name index -- Company index -- Subject index
|
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