Dhruv Grewal & Michael Levy - Marketing, 5th edition

Marketers understand that even the best products and services will go unsold if they cannot communicate the value to the customer. Understanding this value-based approach is critical for marketing students today, and is at the forefront of this text, setting it apart. This approach is emphasized throughout the text, and demonstrated through the use of the Adding Value boxes found in each chapter.

Grewal and Levy present a concise, impactful, and easy to read approach to Principles of Marketing. The text delivers value to both instructor and student through the engaging style and online assignment and assessment options. With monthly updates provided in a newsletter and the dynamic video program, the instructor support provided will bring marketing to life in any class setting.

Contents:
Section One: Assessing the Marketplace
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
3 Social and Mobile Marketing
4 Marketing Ethics
5 Analyzing the Marketing Environment
Section Two: Understanding the Marketplace
6 Consumer Behavior
7 Business-to-Business Marketing
8 Global Marketing
Section Three: Targeting the Marketplace
9 Segmentation, Targeting, and Positioning
10 Marketing Research
Section Four: Value Creation
11 Product, Branding, and Packaging Decisions
12 Developing New Products
13 Services: The Intangible Product
Section Five: Value Capture
14 Pricing Concepts for Establishing Value
Section Six: Value Delivery: Designing the Channel and Supply Chain
15 Supply Chain and Channel Management
16 Retaailing and Omnichannel Marketing
Section Seven: Value Communication
17 Integrated Marketing Communications
18 Advertising, Public Relations, and Sales Promotions
19 Personal Selling and Sales Management
Endnotes
Name Index
Company Index
Subject Index