Marketing

3. Auflage 2011
ISBN: 978-0-07-802883-0
Verlag: McGraw-Hill Education

Buch, Englisch, 720 Seiten, Format (B × H): 223 mm x 279 mm, Gewicht: 1689 g

Grewal/Levy was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors up to date tools every month through the monthly newsletter.It has a strong emphasis on experiential learning and focuses on the value that marketer’s create for the firm. In addition the authors have incorporated the theme of Entrepreneurship throughout the text, building on Babson’s reputation as the top school for entrepreneurship in the country. As one of the shortest of the hardback books on the market Grewal also fits the changing needs of professors to present a more concise look at key marketing concepts.

Autoren/Hrsg.

Grewal, Dhruv

Levy, Michael

Fachgebiete

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

Inhaltsverzeichnis

Chapter 1: Overview of MarketingChapter 2: Developing Marketing Strategies and a Marketing PlanChapter 3: Marketing EthicsChapter 4: Analyzing the Market EnvironmentChapter 5: Consumer BehaviorChapter 6: Business-to-Business MarketingChapter 7: Global MarketingChapter 8: Segmentation, Targeting, and PositioningChapter 9: Marketing ResearchChapter 10: Product, Branding, and Packaging DecisionsChapter 11: Developing New ProductsChapter 12: Services: The Intangible ProductChapter 13: Pricing Concepts for Establishing ValueChapter 14: Strategic Pricing MethodsChapter 15: Supply Chain And Channel ManagementChapter 16: Retailing And Multichannel MarketingChapter 17: Integrated Marketing CommunicationsChapter 18: Advertising, Public Relations, And Sales PromotionsChapter 19: Personal Selling And Sales Management