Table of contents for Marketing / Dhruv Grewal, Michael Levy.


Bibliographic record and links to related information available from the Library of Congress catalog


Information from electronic data provided by the publisher. May be incomplete or contain other coding.


Counter
Section 1 Assessing the Marketplace 1 Overview of Marketing 2 Developing Marketing Strategies 3 Ethics 4 Analyzing the Environment Section 2 Understanding the Marketplace 5 Consumer Behavior 6 Business-to-Business 7 Global Markets Section 3 Targeting the Marketplace 8 Segmenting & Targeting 9 Marketing Research Section 4 Value Creation 10 Developing New Products 11 Managing the Product Portfolio and Branding 12 The Role of Services Section 5 Value Capture 13 Pricing Concepts 14 Setting Prices Section 6 Value Delivery 15 Designing the Channel and Supply Chain Management 16 Retailing Section 7 Value Communication 17 Integrated Marketing Communication 18 Advertising 19 Personal Selling


Library of Congress subject headings for this publication:
Marketing.