Synopses & Reviews
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.
Table of Contents
Section 1 Assessing the Marketplace
1 Overview of Marketing
2 Developing Marketing Strategies
3 Ethics
4 Analyzing the Environment
Section 2 Understanding the Marketplace
5 Consumer Behavior
6 Business-to-Business
7 Global Markets
Section 3 Targeting the Marketplace
8 SegmentingandTargeting
9 Marketing Research
Section 4 Value Creation
10 Developing New Products
11 Managing the Product Portfolio and Branding
12 The Role of Services
Section 5 Value Capture
13 Pricing Concepts
14 Setting Prices
Section 6 Value Delivery
15 Designing the Channel and Supply Chain Management
16 Retailing
Section 7 Value Communication
17 Integrated Marketing Communication
18 Advertising
19 Personal Selling