Test Bank for M Marketing 3rd edition Grewal and Levy 007802885X 9780078028854
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Adding Value to your Marketing Course. Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter.
Language: English
ISBN-10: 007802885X
ISBN-13: 978-0078028854
ISBN-13: 9780078028854
Author: Dhruv Grewal, Michael Levy
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Table of Content:
Section 1 Assessing the Marketplace
1. Overview of Marketing
2. Developing Marketing Strategies and a Marketing Plan
3. Marketing Ethics
4. Analyzing the Marketing Environment
Section 2 Understanding the Marketplace
5. Consumer Behavior
6. Business-to-Business Marketing
7. Global Marketing
Section 3 Targeting the Marketplace
8. Segmentation, Targeting, and Positioning
9. Marketing Research and Information Systems
Section 4 Value Creation
10. Product, Branding, and Packaging Decisions
11. Developing New Products
12. Services the Intangible Product
Section 5 Value Capture
13. Pricing Concepts for Establishing Value
Section 6 Value Delivery: Designing the Channel and Supply Chain
14. Supply Chain Management
15. Retailing and Multichannel Marketing
Section 7 Value Communication
16. Integrated Marketing Communications
17. Advertising, Public Relations, and Sales Promotions
18. Personal Selling and Sales Management
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