Marketing

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Bibliographic Details
Main Authors	Grewal, Dhruv (Author), Levy, Michael, 1950- (Author)
Format	Book
Language	English
Published	New York : McGraw-Hill/Irwin, c2014
Edition	4th ed.
Subjects	marketing učebnice textbooks
ISBN	9780078029004 0-07-802900-7
Physical Description	1 sv. (různé stránkování) : il. ; 29 cm

Cover

Table of Contents:

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