Test Bank for Marketing, 6th Edition, Dhruv Grewal, Michael Levy, ISBN: 9781259709074

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Product details:

• ISBN-10 ‏ : ‎ 1259709078
• ISBN-13 ‏ : ‎ 978-1259709074
• Author: Michael Levy; Dhruv Grewal

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.

Table of contents:

PART 1 Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment

PART 2 Understanding Markets and Their Behaviour
Chapter 3 Consumer Behaviour
Chapter 4 Market Research
Chapter 5 B2B Marketing
Chapter 6 Segmentation, Targeting, and Positioning

PART 3 Designing Marketing Strategies and Marketing Mix Elements
Chapter 7 Products and Brands
Chapter 8 New Product Development
Chapter 9 Pricing
Chapter 10 Marketing Channels and Supply Chain
Chapter 11 Retailing and Wholesaling

PART 4 Focusing on New and Evolving Areas
Chapter 12 Outbound Marketing Communications
Chapter 13 Inbound Marketing Communications
Chapter 14 Customer Relationship Management

PART 5 Putting It All Together
Chapter 15 Marketing and Strategic Planning

Appendix A Creating an Effective Marketing Plan
Glossary
Chapter Sources
Chapter Notes
Name Index
Company/Product Index
Subject Index

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