Marketing

Erscheinungsjahr 2007
ISBN: 978-0-07-304902-1
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 640 Seiten, Format (B × H): 212 mm x 265 mm, Gewicht: 1138 g

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 apply 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.

Autoren/Hrsg.

Grewal, Dhruv

Levy, Michael

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Section 1 Assessing the Marketplace1 Overview of Marketing2 Developing Marketing Strategies3 Ethics4 Analyzing the EnvironmentSection 2 Understanding the Marketplace5 Consumer Behavior6 Business-to-Business7 Global MarketsSection 3 Targeting the Marketplace8 Segmenting & Targeting9 Marketing ResearchSection 4 Value Creation10 Developing New Products11 Managing the Product Portfolio and Branding12 The Role of ServicesSection 5 Value Capture13 Pricing Concepts14 Setting PricesSection 6 Value Delivery15 Designing the Channel and Supply Chain Management16 RetailingSection 7 Value Communication17 Integrated Marketing Communication18 Advertising19 Personal Selling

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.