M: Marketing

6 ed
ISBN: 978-1-260-09210-3
Verlag: McGraw-Hill Education

Buch, Englisch, 480 Seiten, Format (B × H): 275 mm x 230 mm, Gewicht: 882 g

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. Authors Grewal and Levy emphasize that even the best products and services will go unsold if marketers cannot communicate their value. A robust suite of instructor resources and a regularly updated author blog provide a steady stream of current, fresh ideas for the classroom. Grewal and Levy's M: Marketing, Sixth Edition, is available through McGraw-Hill Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.

Autoren/Hrsg.

Grewal, Dhruv

Levy, Michael

Inhaltsverzeichnis

SECTION 1: ASSESSING THE MARKETPLACE
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Establishing Value
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
15 Supply Chain and Channel Management
17 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
18 Integrated Marketing Communications
19 Advertising, Public Relations, and Sales Promotions
20 Personal Selling and Sales Management

Über Autor(innen)

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.

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.