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Dhruv Grewal & Michael Levy – Marketing (4th Ed)

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Marketing (4th Ed)
by Dhruv Grewal and Michael Levy

McGraw-Hill/Irwin | January 2013 | ISBN-10: 0078029007 | PDF | 768 pages | 92.7 mb

Grewal/Levy was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors with updated tools every month through the monthly newsletter.
With Connect Plus, students examine how firms analyze, 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.

About the Author

Dhruv Grewal (Ph.D. Virginia Tech) is the Toyota Chair in Commerce and Electronic Business and a Professor of Marketing at Babson College. His research and teaching interests focus on direct marketing/e-business, retailing, global marketing, pricing and value-based marketing strategies. He was ranked 1st in the marketing field in terms of publications in the top-six marketing journals during the 1991-1998 period and again for the 2000-2007 period. He has published over 110 articles in journals such as Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, and Journal of the Academy of Marketing Science, as well as other journals. He was awarded the 2012 Lifetime Achievement Award in Pricing (American Marketing Association Retailing & Pricing SIG), 2010 Lifetime Achievement Award in Retailing (American Marketing Association Retailing SIG), 2005 Lifetime Achievement in Behavioral Pricing Award (Fordham University, November 2005) and the Academy of Marketing Science Cutco/Vector Distinguished Educator Award in May 2010. He is a “Distinguished Fellow” of the Academy of Marketing Science.

SECTION 1: Assessing the Marketplace 1
1 Overview of Marketing 3
2 Developing Marketing Strategies and a Marketing Plan 29
3 Social and Mobile Marketing 81
4 Marketing Ethics 113
5 Analyzing the Marketing Environment 145
SECTION 2: Understanding the Marketplace 171
6 Consumer Behavior 173
7 Business-to-Business Marketing 207
8 Global Marketing 231
SECTION 3: Targeting the Marketplace 263
9 Segmentation, Targeting, and Positioning 265
10 Marketing Research 297
SECTION 4: Value Creation 331
11 Product, Branding, and Packaging Decisions 333
12 Developing New Products 359
13 Services: The Intangible Product 395
SECTION 5: Value Capture 423
14 Pricing Concepts for Establishing Value 425
15 Strategic Pricing Methods 453
SECTION 6: Value Delivery: Designing the Channel
and Supply Chain 481
16 Supply Chain and Channel Management 483
17 Retailing and Multichannel Marketing 517
SECTION 7: Value Communication 545
18 Integrated Marketing Communications 547
19 Advertising, Public Relations, and Sales Promotions 575
20 Personal Selling and Sales Management 607
Glossary 631
Quiz Yourself Answer Key 647
Endnotes EN-1
Credits C-1
Name Index I-1
Company Index I-11
Subject Index I-19  


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