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Marketing / Dhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College.

Grewal, Dhruv. (Author). Levy, Michael, 1950- (Added Author).

Available copies

  • 1 of 1 copy available at Berklee College of Music.

Current holds

0 current holds with 1 total copy.

Location Call Number / Copy Notes Barcode Shelving Location Holdable? Status Due Date
Valencia Main Library HF5415.G6753 2014 37684001071725 Valencia Stacks Copy hold / Volume hold Available -

Record details

  • ISBN: 9780078029004 (alk. paper)
  • ISBN: 0078029007 (alk. paper)
  • Physical Description: 1 volume (various pagings) : illustrations ; 29 cm
  • Edition: Fourth Edition.
  • Publisher: New York : McGraw-Hill/Irwin, 2014.

Content descriptions

General Note:
Includes index.
Bibliography, etc. Note:
Includes bibliographical references and indexes.
Formatted Contents Note:
Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery : designing the channel and supply chain -- Supply chain and channel management -- Retailing and multichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management -- Glossary -- Chapter quiz answer key -- Chapter notes -- Credits -- Name index -- Company index -- Subject index.
Subject: Marketing
Marketing

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