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ISBN-10: 0073049026

ISBN-13: 9780073049021

Edition: 2008

Authors: Dhruv Grewal, Michael Levy

List price: $183.67
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Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word "Marketing," making it the most modern and forward thinking of all principles of marketing offerings. It seeks to applies the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics.
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Book details

List price: $183.67
Copyright year: 2008
Publisher: McGraw-Hill School Education Group
Publication date: 2/20/2007
Binding: Hardcover
Pages: 640
Size: 8.75" wide x 10.25" long x 1.00" tall
Weight: 2.992
Language: English

Assessing the Marketplace
Overview of Marketing
Developing Marketing Strategies
Analyzing the Environment
Understanding the Marketplace
Consumer Behavior
Global Markets
Targeting the Marketplace
Segmenting & Targeting
Marketing Research
Value Creation
Developing New Products
Managing the Product Portfolio and Branding
The Role of Services
Value Capture
Pricing Concepts
Setting Prices
Value Delivery
Designing the Channel and Supply Chain Management
Value Communication
Integrated Marketing Communication
Personal Selling