Overview
Main description
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 up to date tools every month through the monthly newsletter.It has a strong emphasis on experiential learning and focuses on the value that marketer’s create for the firm. In addition the authors have incorporated the theme of Entrepreneurship throughout the text, building on Babson’s reputation as the top school for entrepreneurship in the country. As one of the shortest of the hardback books on the market Grewal also fits the changing needs of professors to present a more concise look at key marketing concepts.
Table of contents
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 3: Marketing Ethics
Chapter 4: Analyzing the Market Environment
Chapter 5: Consumer Behavior
Chapter 6: Business-to-Business Marketing
Chapter 7: Global Marketing
Chapter 8: Segmentation, Targeting, and Positioning
Chapter 9: Marketing Research
Chapter 10: Product, Branding, and Packaging Decisions
Chapter 11: Developing New Products
Chapter 12: Services: The Intangible Product
Chapter 13: Pricing Concepts for Establishing Value
Chapter 14: Strategic Pricing Methods
Chapter 15: Supply Chain And Channel Management
Chapter 16: Retailing And Mulitchannel Marketing
Chapter 17: Integrated Marketing Communications
Chapter 18: Advertising, Public Relations, And Sales Promotions
Chapter 19: Personal Selling And Sales Management
