000			02371nam a22002177a 4500
003			CUTN
005			20250716165121.0
008			250716b |||||||| |||| 00| 0 eng d
020			_a9781260597592
041			_aEnglish
082			_223 _a658.8 _bGRE
100			_aGrewal, Dhruv
245			_aMarketing / _cDhruv Grewal and Michael Levy
250			_a8th ed.
260			_aNew York : _bMcGraw Hill, _c2022.
300			_axliv, 686 p. ; _bill. : _c26cm.
505			_aSection 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
520			_aM: 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			_aMarketing
942			_2ddc _cBOOKS
999			_c44871 _d44871