MARC record from Internet Archive

LEADER: 01918cam a2200301 i 4500
001 2012044583
003 DLC
005 20130905080225.0
008 121126s2014 nyua 001 0 eng
010 $a 2012044583
020 $a9780078029004 (alk. paper)
020 $a0078029007 (alk. paper)
040 $aDLC$beng$cDLC$erda$dDLC
042 $apcc
050 00 $aHF5415$b.G6753 2014
082 00 $a658.8$223
100 1 $aGrewal, Dhruv.
245 10 $aMarketing /$cDhruv Grewal, Ph.D., Babson College, Michael Levy, Ph.D., Babson College.
250 $aFourth Edition.
264 1 $aNew York :$bMcGraw-Hill/Irwin,$c2014.
300 $a1 volume (various pagings) :$billustrations ;$c29 cm
336 $atext$2rdacontent
337 $aunmediated$2rdamedia
338 $avolume$2rdacarrier
500 $aIncludes index.
505 0 $aAssessing 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.
650 0 $aMarketing.
700 1 $aLevy, Michael,$d1950-