00000cam a22000003i 4500 UP-1685594773862137699 Buklod 20181203150520.0 g||| | || || ta 181125s2011 nyua rb |||1 u|eng d 9780073404875 (pbk.) 007340487X (pbk.) (iLib)UPBAG-00032258873 DLC BAG rda eng HF 5415.4 G74 2011 Grewal, Dhruv author. Marketing Dhruv Grewal, Michael Levy. M marketing. Second edition. New York, NY McGraw Hill/Irwin [2011] x, 422 pages color illustrations 28 cm text rdacontent unmediated rdamedia volume rdacarrier Includes bibliographical references (pages 378-401)and index. I. Assessing the marketplace 1. Overview of marketing -- 2. Developing marketing strategies and a marketing plan -- 3. Marketing ethics -- 4. Analyzing the marketing environment -- Macroenvironmental factors -- II. Understanding the marketplace -- 5. Consumer behavior -- 6. Business-to-business marketing -- 7. Global marketing -- III. Targeting the marketplace -- 8. Segmentation, targeting, and positioning -- 9. Marketing research and information systems -- The ethics of using customer information -- IV. Value creation -- 10. Product, branding, and packaging decisions -- 11. Developing new products -- 12. Services : the intangible product -- V. Value capture -- 13. Pricing concepts for establishing value -- Legal and ethical aspects of pricing -- VI. Value delivery : designing the channel and supply chain -- 14. Supply chain management -- 15. Retailing and multichannel marketing -- VII. Value communication -- 16. Integrated marketing communications -- 17. Advertising, public relations, and sales promotions -- 18. Personal selling and sales management. Marketing. Levy, Michael 1950- author. FO UPBAG UPBAG-MAIN HF 5415.4 G74 2011 Book