Marketing (4th Ed)

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Marketing (4th Ed)
by Dhruv Grewal and Michael Levy
McGraw-Hill/Irwin | January 2013 | ISBN-10: 0078029007 | PDF | 768 pages | 92.7 mb

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 with updated tools every month through the monthly newsletter.
With Connect Plus, students examine how firms analyze, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.

BRIEF CONTENTS
SECTION 1: Assessing the Marketplace 1
1 Overview of Marketing 3
2 Developing Marketing Strategies and a Marketing Plan 29
3 Social and Mobile Marketing 81
4 Marketing Ethics 113
5 Analyzing the Marketing Environment 145
SECTION 2: Understanding the Marketplace 171
6 Consumer Behavior 173
7 Business-to-Business Marketing 207
8 Global Marketing 231
SECTION 3: Targeting the Marketplace 263
9 Segmentation, Targeting, and Positioning 265
10 Marketing Research 297
SECTION 4: Value Creation 331
11 Product, Branding, and Packaging Decisions 333
12 Developing New Products 359
13 Services: The Intangible Product 395
SECTION 5: Value Capture 423
14 Pricing Concepts for Establishing Value 425
15 Strategic Pricing Methods 453
SECTION 6: Value Delivery: Designing the Channel
and Supply Chain 481
16 Supply Chain and Channel Management 483
17 Retailing and Multichannel Marketing 517
SECTION 7: Value Communication 545
18 Integrated Marketing Communications 547
19 Advertising, Public Relations, and Sales Promotions 575
20 Personal Selling and Sales Management 607
Glossary 631
Quiz Yourself Answer Key 647
Endnotes EN-1
Credits C-1
Name Index I-1
Company Index I-11
Subject Index I-19

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