MARKETING-W/ACCESS - 6th Edition - by Grewal - ISBN 9781260052145

MARKETING-W/ACCESS
6th Edition
Grewal
Publisher: MCG
ISBN: 9781260052145

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Name: MARKETING-W/ACCESS
Author: Grewal
ISBN: 9781260052145

Chapter 1 - Overview Of Marketing Chapter 1.1 - What Is Marketing?Chapter 1.2 - How Does Marketing Create Value And How Do Firms Become More Value Driven Chapter 1.3 - Why Is Marketing Important?Chapter 2 - Developing Marketing Strategies And A Marketing Plan Chapter 2.1 - What Is A Marketing Strategy?Chapter 2.6 - Portfolio Analysis Chapter 2.7 - Growth Strategies Chapter 3 - Digital Marketing: Online, Social, And Mobile Chapter 3.1 - The 4e Framework For Digital Marketing

Chapter 3.2 - The Wheel Of Social Media Engagement Chapter 3.4 - Going Mobile And Social Chapter 4 - Conscious Marketing Corporate Social Responsibility Chapter 4.3 - Differentiate Between Conscious Marketing And Corporate Social Responsibility Chapter 4.4 - The Stakeholders Of Conscious Marketing Chapter 4.5 - Integrating Conscious Marketing Throughout The Firm: Leadership And Culture Chapter 4.7 - A Framework For Ethical Decision Making Chapter 5 - Ananlyzing The Marketing Environment Chapter 5.1 - A Marketing Environment Analysis Framework Chapter 5.4 - Technological Advances Chapter 6 - Consumer Behavior Chapter 6.4 - Postpurchase Chapter 6.5 - Factors Influencing The Consumer Decision Process Chapter 6.6 - Involvement And Consumer Buying Decision Chapter 7 - Business-to-business Marketing Chapter 7.1 - B2b Markets Chapter 7.2 - The Business-to-business Buying Process Chapter 7.4 - Organizational Culture Chapter 7.5 - The Buying Situation Chapter 8 - Global Marketing Chapter 8.2 - The Appeal Of The Bric Countries Chapter 8.3 - Choosing A Global Entry Strategy Chapter 8.4 - Choosing A Global Marketing Strategy Chapter 9 - Segmentation, Targeting, And Positioning Chapter 9.1 - The Segmentation, Targeting, And Positioning Process Chapter 9.5 - Positioning Methods Chapter 10 - Marketing Research Chapter 10.1 - Marketing Research Process Step 1: Defining The Objectives And Research Needs Chapter 10.2 - Secondary Data Chapter 10.3 - Primary Data Collection Technique Chapter 10.4 - Advantages And Disadvantages Of Primary And Secondary Research Chapter 10.5 - The Ethics Of Using Customer Information Chapter 11 - Product, Branding, And Packaging Decision Chapter 11.2 - Types Of Products Chapter 11.3 - Product Mix And Product Line Decisions Chapter 11.5 - Brands Affect Market Chapter 11.7 - Brand And Line Extensions Chapter 11.8 - Packaging Chapter 12 - Developing New Products Chapter 12.1 - Why Do Firms Create New Products Chapter 12.2 - Diffusion Of Innovation Chapter 12.3 - How Firms Develop New Products Chapter 12.4 - The Product Life Cycle Chapter 13 - Services:the Intangible Product Chapter 13.1 - Service Marketing Differ From Product Marketing Chapter 13.4 - Zone Of Tolerance Chapter 13.5 - Service Recovery Chapter 14 - Pricing Concepts For Capturing Value Chapter 14.1 - Profit Orientation Chapter 14.3 - Price Elasticity Of Demand Chapter 14.4 - Break-even Analysis And Decision Making Chapter 14.5 - Competition Chapter 15 - Strategic Pricing Methods And Tactics Chapter 15.1 - Considerations For Setting Price Strategies Chapter 15.3 - New Product Pricing Strategies Chapter 15.5 - Business Pricing Tactics And Discounts Chapter 15.6 - Legal And Ethical Aspects Of Pricing Chapter 16 - Supply Chain And Channel Management Chapter 16.3 - Managing The Marketing Channel And Supply Chain Chapter 16.4 - Making Information Flow Through Marketing Channels Chapter 17 - Retailing And Omnichannel Marketing Chapter 17.3 - Distribution Intensity Chapter 17.4 - Identity Types Of Retailers Chapter 17.6 - The Internet And Omnichannel Retailing Chapter 18 - Integrated Marketing Communication Chapter 18.2 - The Aida Model Chapter 18.3 - Channel Used In An Integrated Marketing Communication Strategy Chapter 18.5 - Traditional Media Chapter 19 - Advertising, Public Relations And Sales Promotions Chapter 19.4 - Mass And Niche Media Chapter 19.6 - Elements Of A Public Relations Toolkit Chapter 19.7 - Sales Promotion Chapter 20 - Personal Selling And Sales Promotion Chapter 20.2 - The Personal Selling Process Chapter 20.3 - Managing The Sales Force Chapter 20.4 - Ethical And Legal Issues In Personal Selling

Book Details

Grewal/Levy's Marketing shows today's social, mobile and digital student population how marketing adds value and how firms rely on value for establishing lasting relationships with their customers. Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores fundamentals and new influencers, with comprehensive coverage and topics like social media and ethics integrated throughout. A robust suite of instructor resources and regularly updated grewallevymarketing.com blog will keep classroom discussions current and engaging.