Marketing - Business Book
Marketing
Author: Dhruv Grewal,Michael Levy,Shane Mathews,Paul HarriganPublisher: McGraw-Hill Education / AustraliaCategory: Business, MarketingBook Format: PaperbackMarketing is designed for today's changing student population with an emphasis on experiential learning and the value that marketers create. The key themes of digital, services, ethics, and value that are at the forefront of contemporary teaching and practice are integrated throughout and illustrated with real world examples that will spark the imagination. Marketing thoroughly addresses the explosion of digital technology and new influencers, such as social media, and the impact on marketing.Supported by results-driven technology in McGraw-Hill's Connect and a focused table of contents covering all of the foundational topics in thirteen chapters, Marketing is the ideal choice for any Principles of Marketing course. With the Connect package, students examine how firms analyse, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.
Table Of Contents
PART 1: Assessing the Marketplace Chapter 1 Overview of Marketing Chapter 2 Digital Marketing Chapter 3 Marketing Ethics, Sustainability and CSR Chapter 4 Analysing the Marketing Environment PART 2: Understanding and Targeting the Marketplace Chapter 5 Consumer Behaviour Chapter 6 Segmentation, Targeting and Positioning Chapter 7 Marketing Research PART 3: Value Creation Chapter 8 Product and Branding Decisions Chapter 9 Developing New Products Chapter 10 Services: The Intangible Product PART 4: Value Capture, Delivery and Communication Chapter 11 Pricing Concepts for Establishing Value Chapter 12 Supply Chain, Channel Management, Retail Chapter 13 Integrated Marketing Communications, Advertising and PRAbout Dhruv Grewal
Dhruv Grewal received a Ph.D. from Virginia Tech and is the Toyota Chair in Commerce and Electronic Business and professor of marketing at Babson College. His academic interests focus is on marketing foundations and research, retailing, pricing, and value-based strategies. Dr. Grewal was awarded the 2005 Lifetime Achievement in Behavioral Pricing Award by Fordham University and was listed in the World's Most Influential Scientific Minds by Thomson Reuters in 2014. He is a coauthor of Marketing Research, has published more than 70 articles in leading journals, and serves on numerous editorial boards. Dr. Grewal is a recipient of the 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; and 1998 Executive MBA Teaching Excellence Award. He has taught executive seminars and joined in research with numerous firms, including IRI, TJX, Radio Shack, Monsanto, McKinsey, and Motorola. Michael Levy received an undergraduate and M.S. degrees in business administration from the University of Colorado at Boulder and a Ph.D. in business administration from Ohio State University. He is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and CEO of RetailProf LLC. Dr. Levy received the inaugural ACRA Academic Lifetime Achievement Award; the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group; the Babson Faculty Scholarship Award; and the Distinguished Service Award, Journal of Retailing. Marketing Educator rated him one of the best researchers in marketing. Dr. Levy has published more than 50 articles in leading marketing and logistics journals and is co-author of the sixth edition of Marketing. He has performed research projects with major retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics, Mervyn's, Neiman Marcus, ProfitLogic, and Zale Corp.(BK-9781760421250)
| SKU | BK-9781760421250 |
| Barcode # | 9781760421250 |
| Brand | McGraw-Hill Education / Australia |
| Artist / Author | Dhruv Grewal, Michael Levy, Shane Mathews, Paul Harrigan |
| Shipping Weight | 1.2000kg |
| Shipping Width | 0.210m |
| Shipping Height | 0.020m |
| Shipping Length | 0.270m |
| Assembled Length | 27.000m |
| Assembled Height | 2.000m |
| Assembled Width | 21.000m |
| Type | Paperback |
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