Marketing
McGraw-Hill Education (Verlag)
978-1-259-70907-4 (ISBN)
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Grewal/Levy's Marketing shows today’s social, mobile and digital student population how marketing adds value and how firms rely on value for establishing lasting relationships with their customers.
Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores fundamentals and new influencers, with comprehensive coverage and topics like social media and ethics integrated throughout. A robust suite of instructor resources and regularly updated grewallevymarketing.com blog will keep classroom discussions current and engaging.
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. 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.
SECTION 1: Assessing The Marketplace
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies
Chapter 3: Social and Mobile Marketing
Chapter 4: Marketing Ethics
Chapter 5: Analyzing the Marketing Environment
SECTION 2: Understanding The Marketplace
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing
SECTION 3: Targeting The Marketplace
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Marketing Research
SECTION 4: Value Creation
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product
SECTION 5: Value Capture
Chapter 14: Pricing Concepts for Establishing Value
Chapter 15: Strategic Pricing Methods
SECTION 6: Value Delivery: Designing The Channel And Supply Chain
Chapter 16: Supply Chain and Channel Management
Chapter 17: Retailing and Omnichannel Marketing
SECTION 7: Value Communication
Chapter 18: Integrated Marketing Communications
Chapter 19: Advertising, Public Relations, and Sales Promotions
Chapter 20: Personal Selling and Sales Management
| Erscheinungsdatum | 26.03.2017 |
|---|---|
| Zusatzinfo | 202 Illustrations, unspecified |
| Verlagsort | OH |
| Sprache | englisch |
| Maße | 224 x 277 mm |
| Gewicht | 1576 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-259-70907-8 / 1259709078 |
| ISBN-13 | 978-1-259-70907-4 / 9781259709074 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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