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Marketing 1st edition by Dhruv Grewal Professor, Michael Levy, Shane Mathews, Paul Harrigan, Tania Bucic 1760421251 9781760421250

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ISBN 10: 1760421251

ISBN 13: 9781760421250

Author: Dhruv Grewal Professor, Michael Levy, Shane Mathews Dr, Paul Harrigan Dr, Tania Bucic Dr

Marketing 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.

Marketing 1st Table of contents:

Section 1: Assessing the Marketplace

  1. Overview of Marketing
  2. Developing Marketing Strategies
  3. Ethics
  4. Analyzing the Environment

Section 2: Understanding the Marketplace
5. Consumer Behavior
6. Business-to-Business
7. Global Markets

Section 3: Targeting the Marketplace
8. Segmenting & Targeting
9. Marketing Research

Section 4: Value Creation
10. Developing New Products
11. Managing the Product Portfolio and Branding
12. The Role of Services

Section 5: Value Capture
13. Pricing Concepts
14. Setting Prices

Section 6: Value Delivery
15. Designing the Channel and Supply Chain Management
16. Retailing

Section 7: Value Communication
17. Integrated Marketing Communication
18. Advertising
19. Personal Selling

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