Marketing / (Record no. 44871)

MARC details
000 -LEADER
fixed length control field 02371nam a22002177a 4500
003 - CONTROL NUMBER IDENTIFIER
control field CUTN
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20250716165121.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 250716b |||||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781260597592
041 ## - LANGUAGE CODE
Language English
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Edition number 23
Classification number 658.8
Item number GRE
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Grewal, Dhruv
245 ## - TITLE STATEMENT
Title Marketing /
Statement of responsibility, etc Dhruv Grewal and Michael Levy
250 ## - EDITION STATEMENT
Edition statement 8th ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc New York :
Name of publisher, distributor, etc McGraw Hill,
Date of publication, distribution, etc 2022.
300 ## - PHYSICAL DESCRIPTION
Extent xliv, 686 p. ;
Other physical details ill. :
Dimensions 26cm.
505 ## - FORMATTED CONTENTS NOTE
Contents Section One: ASSESSING THE MARKETPLACE<br/>1. Overview of Marketing<br/>2. Developing Marketing Strategies and a Marketing Plan<br/>3. Digital Marketing: Online, Social, and Mobile<br/>4. Conscious Marketing, Corporate Social Responsibility, and<br/>Ethics<br/>5. Analyzing the Marketing Environment<br/> <br/>Section Two: UNDERSTANDING THE MARKETPLACE<br/>6. Consumer Behavior<br/>7. Business-to-Business Marketing<br/>8. Global Marketing<br/> <br/>Section Three: TARGETING THE MARKETPLACE<br/>9. Segmentation, Targeting, and Positioning<br/>10. Marketing Research and Analytics<br/> <br/>Section Four: VALUE CREATION<br/>11. Product, Branding, and Packaging Decisions<br/>12. Developing New Products<br/>13. Services: The Intangible Product<br/> <br/>Section Five: VALUE CAPTURE<br/>14. Pricing Concepts for Capturing Value<br/> <br/>Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL<br/>AND SUPPLY CHAIN<br/>15. Supply Chain and Channel Management<br/>16. Retailing and Omnichannel Marketing <br/><br/>Section Seven: VALUE COMMUNICATION<br/>17. Integrated Marketing Communications<br/>18. Advertising, Public Relations, and Sales Promotions<br/>19. Personal Selling and Sales Management
520 ## - SUMMARY, ETC.
Summary, etc M: Marketing continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by emerging technology, influencer marketing, social responsibility, sustainability, and ethical data collection. Coverage of AI has been threaded throughout the chapters, new innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -especially with Gen Z changing the landscape of marketing. Adding Value, Ethical & Societal Dilemma and Social Marketing features in each chapter reflect the ever-changing landscape.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type General Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Location Shelving location Date of Cataloging Total Checkouts Full call number Barcode Date last seen Price effective from Koha item type
    Dewey Decimal Classification     Non-fiction CUTN Central Library CUTN Central Library Medicine, Technology & Management 16/07/2025   658.8 GRE 51480 16/07/2025 16/07/2025 General Books