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

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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

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