Marketing 3rd edition by Dhruv Grewal, Michael Levy, Shirley Lichti, Ajax Persaud ISBN 1259030652 978-1259030659

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Product details: 

ISBN 10: 1259030652

ISBN 13: 978-1259030659

Author: Dhruv Grewal, Michael Levy, Shirley Lichti, Ajax Persaud

Grewal Marketing, Third Canadian Edition, focuses on the concepts and tools that help marketers create value for customers. Integrated throughout the text, current and engaging Canadian examples define how companies and successful entrepreneurs create value for customers through branding, packaging, pricing, retailing, service, and advertising.

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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Dhruv Grewal,Michael Levy,Shirley Lichti,Ajax Persaud,Marketing