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Marketing

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ISBN-10: 0073380954

ISBN-13: 9780073380957

Edition: 2nd 2010

Authors: Dhruv Grewal, Michael Levy

List price: $183.67
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Book details

List price: $183.67
Edition: 2nd
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 2/3/2009
Binding: Hardcover
Pages: 720
Size: 8.50" wide x 10.75" long x 0.75" tall
Weight: 4.642
Language: English

Assessing the Marketplace
Overview of Marketing
Developing Marketing Strategies and a Marketing Plan
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 and Information Systems
Value Creation
Product, Branding, and Package 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 Management
Retailing and Multi-Channel Marketing
Value Communication
Integrated Marketing Communications
Advertising and Sales Promotions
Personal Selling and Sales Management
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