M: Marketing

5 ed
ISBN: 978-1-259-44629-0
Verlag: McGraw-Hill Education

Buch, Englisch, 512 Seiten, Format (B × H): 229 mm x 277 mm, Gewicht: 860 g

Value-Added, Every Time. Grewal's value-based approach emphasizes that even the best products and services will go unsold if marketers cannot communicate their value. M: Marketing is the most concise, impactful approach to Principles of Marketing on the market, with tightly integrated topics that explore both marketing fundamentals and new influencers, all in an engaging format that allows for easy classroom and assignment management. A robust suite of instructor resources and regularly updated Grewal/Levy author blog provide a steady stream of current, fresh ideas for the classroom.
Grewal/Levy's M: Marketing 5th edition is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:• SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
• Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts and examine how firms analyze, create, deliver, communicate, and capture value. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
• Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.
Complete system requirements to use Connect can be found here.

Autoren/Hrsg.

Grewal

Grewal, Dhruv

Levy, Michael

Inhaltsverzeichnis

section oneASSESSING THE MARKETPLACEChapter 1 Overview of Marketing Chapter 2 Developing Marketing Strategies and a Marketing PlanChapter 3 Social and Mobile Marketing Chapter 4 Marketing Ethics Chapter 5 Analyzing the Marketing Environmentsection twoUNDERSTANDING THE MARKETPLACEChapter 6 Consumer Behavior Chapter 7 Business-to-Business Marketing Chapter 8 Global Marketing section threeTARGETING THE MARKETPLACEChapter 9 Segmentation, Targeting, and Positioning Chapter 10 Marketing Research section fourVALUE CREATIONChapter 11 Product, Branding, and Packaging Decisions Chapter 12 Developing New Products Chapter 13 Services: The Intangible Product section fiveVALUE CAPTUREChapter 14 Pricing Concepts for Establishing Value section sixVALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAINChapter 15 Supply Chain and Channel ManagementChapter 16 Retailing and Omnichannel Marketing section sevenVALUE COMMUNICATIONChapter 17 Integrated Marketing Communications Chapter 18 Advertising, Public Relations, and Sales Promotions Chapter 19 Personal Selling and Sales Management

Über Autor(innen)

Levy, Michael
Michael Levy received an undergraduate and M.S. degrees in business administration from the University of Colorado at Boulder and a Ph.D. in business administration from Ohio State University. He is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and CEO of RetailProf LLC. Dr. Levy received the inaugural ACRA Academic Lifetime Achievement Award; the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group; the Babson Faculty Scholarship Award; and the Distinguished Service Award, Journal of Retailing. Marketing Educator rated him one of the best researchers in marketing. Dr. Levy has published more than 50 articles in leading marketing and logistics journals and is co-author of the sixth edition of Marketing. He has performed research projects with major retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics, Mervyns, Neiman Marcus, ProfitLogic, and Zale Corp.

Grewal, Dhruv
Dhruv Grewal received a Ph.D. from Virginia Tech and is the Toyota Chair in Commerce and Electronic Business and professor of marketing at Babson College. His academic interests focus is on marketing foundations and research, retailing, pricing, and value-based strategies. Dr. Grewal was awarded the 2005 Lifetime Achievement in Behavioral Pricing Award by Fordham University and was listed in the World's Most Influential Scientific Minds by Thomson Reuters in 2014. He is a coauthor of Marketing Research, has published more than 70 articles in leading journals, and serves on numerous editorial boards. Dr. Grewal is a recipient of the 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; and 1998 Executive MBA Teaching Excellence Award. He has taught executive seminars and joined in research with numerous firms, including IRI, TJX, Radio Shack, Monsanto, McKinsey, and Motorola.