Marketing / Dhruv Grewal and Michael Levy

By:

Grewal, Dhruv

Material type:

TextLanguage: English Publication details: New York : McGraw Hill, 2022.Edition: 8th edDescription: xliv, 686 p. ; ill. : 26cmISBN:

9781260597592

Subject(s):

Marketing

DDC classification:

23 658.8 GRE

Contents:

Section One: ASSESSING THE MARKETPLACE 1. Overview of Marketing 2. Developing Marketing Strategies and a Marketing Plan 3. Digital Marketing: Online, Social, and Mobile 4. Conscious Marketing, Corporate Social Responsibility, and Ethics 5. Analyzing the Marketing Environment Section Two: UNDERSTANDING THE MARKETPLACE 6. Consumer Behavior 7. Business-to-Business Marketing 8. Global Marketing Section Three: TARGETING THE MARKETPLACE 9. Segmentation, Targeting, and Positioning 10. Marketing Research and Analytics Section Four: VALUE CREATION 11. Product, Branding, and Packaging Decisions 12. Developing New Products 13. Services: The Intangible Product Section Five: VALUE CAPTURE 14. Pricing Concepts for Capturing Value Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN 15. Supply Chain and Channel Management 16. Retailing and Omnichannel Marketing Section Seven: VALUE COMMUNICATION 17. Integrated Marketing Communications 18. Advertising, Public Relations, and Sales Promotions 19. Personal Selling and Sales Management

Summary: 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.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	General Books	CUTN Central Library Medicine, Technology & Management		Non-fiction		658.8 GRE (Browse shelf(Opens below))					Available			51480

Section One: ASSESSING THE MARKETPLACE
1. Overview of Marketing
2. Developing Marketing Strategies and a Marketing Plan
3. Digital Marketing: Online, Social, and Mobile
4. Conscious Marketing, Corporate Social Responsibility, and
Ethics
5. Analyzing the Marketing Environment

Section Two: UNDERSTANDING THE MARKETPLACE
6. Consumer Behavior
7. Business-to-Business Marketing
8. Global Marketing

Section Three: TARGETING THE MARKETPLACE
9. Segmentation, Targeting, and Positioning
10. Marketing Research and Analytics

Section Four: VALUE CREATION
11. Product, Branding, and Packaging Decisions
12. Developing New Products
13. Services: The Intangible Product

Section Five: VALUE CAPTURE
14. Pricing Concepts for Capturing Value

Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL
AND SUPPLY CHAIN
15. Supply Chain and Channel Management
16. Retailing and Omnichannel Marketing

Section Seven: VALUE COMMUNICATION
17. Integrated Marketing Communications
18. Advertising, Public Relations, and Sales Promotions
19. Personal Selling and Sales Management

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.

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