HelpFeedback
Marketing
Information Center
Table of Contents


Marketing, 4/e

Dhruv Grewal, Ph.D., Babson College
Michael Levy Ph.D., Babson College

ISBN: 0078029007
Copyright year: 2014

Table of Contents



Section 1: Assessing the Marketplace

Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Social and Mobile Marketing

Chapter 4: Marketing Ethics

Chapter 5: Analyzing the Marketing Environment

Section 2: Understanding the Marketplace

Chapter 6: Consumer Behavior

Chapter 7: Business-to-Business Marketing

Chapter 8: Global Marketing

Section 3: Targeting the Marketplace

Chapter 9: Segmentation, Targeting, and Positioning

Chapter 10: Marketing Research

Section 4: Value Creation

Chapter 11: Product, Branding, and Packaging Decisions

Chapter 12: Developing New Products

Chapter 13: Services: The Intangible Product

Section 5: Value Capture

Chapter 14: Pricing Concepts for Establishing Value

Chapter 15: Strategic Pricing Methods

Section 6: Value Delivery: Designing the Channel and Supply Chain

Chapter 16: Supply Chain and Channel Management

Chapter 17: Retailing and Multichannel Marketing

Section 7: Value Communication

Chapter 18: Integrated Marketing Communications

Chapter 19: Advertising, Public Relations, and Sales Promotions

Chapter 20: Personal Selling and Sales Management


Instructors: To experience this product firsthand, contact your McGraw-Hill Education Learning Technology Specialist.