EBOOK M: Marketing 6e
1st Edition
1307419607
·
9781307419603
© 2019 | Published: March 7, 2019
M: Marketing is the most concise impactful approach to Principles of Marketing on the market with tightly integrated topics that explore both marketing fundamentals and new influencers all in an engaging format. Authors Grewal and Levy emphasize that…
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SECTION 1: ASSESSING THE MARKETPLACE
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Establishing Value
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
15 Supply Chain and Channel Management
16 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
17 Integrated Marketing Communications
18 Advertising, Public Relations, and Sales Promotions
19 Personal Selling and Sales Management
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Conscious Marketing, Corporate Social Responsibility, and Ethics
5 Analyzing the Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
9 Segmentation, Targeting, and Positioning
10 Marketing Research
SECTION 4: VALUE CREATION
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
SECTION 5: VALUE CAPTURE
14 Pricing Concepts for Establishing Value
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
15 Supply Chain and Channel Management
16 Retailing and Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
17 Integrated Marketing Communications
18 Advertising, Public Relations, and Sales Promotions
19 Personal Selling and Sales Management
M: Marketing is the most concise impactful approach to Principles of Marketing on the market with tightly integrated topics that explore both marketing fundamentals and new influencers all in an engaging format. Authors Grewal and Levy emphasize that even the best products and services will go unsold if marketers cannot communicate their value. A robust suite of instructor resources and a regularly updated author blog provide a steady stream of current fresh ideas for the classroom. Grewal and Levy's M: Marketing Sixth Edition is available through McGraw-Hill Connect® a highly reliable easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.