LOOSE-LEAF MARKETING - Brossura

Grewal, Dhruv; Levy, Michael

Brossura

ISBN 10: 0077561090 ISBN 13: 9780077561093

Casa editrice: McGraw-Hill Education, 2013

Riassunto

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect– 9780077713324.

Su questo libro

L'autore:

Dhruv Grewal, PhD (Virginia Tech), is the Toyota Chair in Commerce and Electronic Business and a professor ofmarketing at Babson College. His research and teaching interests focus on marketing foundations, marketingresearch, retailing, pricing, and value-based strategies. He was awarded the 2005 Lifetime Achievement inBehavioral Pricing Award by Fordham University. He is a “Distinguished Fellow” of the Academy of MarketingScience. He has also coauthored Marketing Research (2004, 2007).Professor Grewal has published over 70 articles in journals such as Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, and Journal of the Academy of Marketing Science. He currently serves on numerous editorial review boards, including Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Interactive Marketing, and Journal of Public Policy & Marketing. He served as co-editor of Journal of Retailing from 2001–2007. Professor Grewal has won many awards for his teaching including, 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; Executive MBA Teaching Excellence Award (1998); School of Business Teaching Excellence Awards (1993, 1999); and Virginia Tech Certificate of Recognition for Outstanding Teaching (1989). He co-chaired: 1993 AMS Conference, 1998 Winter AMA Conference, a 1998 Marketing Science Institute Conference, 2001 AMA doctoral consortium, and 2006 Summer AMA Conference. Professor Grewal has taught executive seminars and courses and/or worked on research projects with numerous firms, such as IRI, TJX, Radio Shack, Monsanto, McKinsey, Motorola, and numerous law firms. He has taught seminars in the U.S., Europe, and Asia.

Contenuti:

SECTION ONE: Assessing the Marketplace

Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Social and Mobile Marketing

Chapter 4: Marketing Ethics

Chapter 5: Analyzing the Marketing Environment

SECTION TWO: Understanding the Marketplace

Chapter 6: Consumer Behavior

Chapter 7: Business-to-Business Marketing

Chapter 8: Global Marketing

SECTION THREE: Targeting the Marketplace

Chapter 9: Segmentation, Targeting, and Positioning

Chapter 10: Understanding the Marketplace

SECTION FOUR: Value Creation

Chapter 11: Product, Branding, and Packaging Decisions

Chapter 12: Developing New Products

Chapter 13: Services: The Intangible Product

SECTION FIVE: Value Capture

Chapter 14: Pricing Concepts for Establishing Value

Chapter 15: Strategic Pricing Methods

SECTION SIX: Value Delivery: Designing the Channel and Supply Chain

Chapter 16: Supply Chain and Channel Management

Chapter 17: Retailing and Multichannel Marketing

SECTION SEVEN: Value Communication

Chapter 18: Integrated Marketing Communications

Chapter 19: Advertising, Public Relations, and Sales Promotions

Chapter 20: Personal Selling and Sales Management

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2013
• ISBN 10: 0077561090
• ISBN 13: 9780077561093
• Rilegatura: Copertina flessibile
• Numero edizione: 4
• Numero di pagine: 768