Marketing, 2nd edition

■ Marketing, 2nd Edition ■ Dhruv Grewal, Michael Levy (BABSON COLLEGE ) 공저 ■ Pub Date : 2009. 2. 3 / Copyright : 2010 ■ 720Page / McGraw-Hill International Edition ■ 정가 36,000원 ■ ISBN 9780071285469
■ Authors Dhruv Grewal, BABSON COLLEGE Michael Levy, BABSON COLLEGE ■ Overview It is clear that marketing has changed significantly in the past few decades. So much so, that in 2004 and again in 2007, the American Marketing Association redefined the word “marketing” itself. Grewal/Levy is the first Principles of Marketing text to be written from the ground up using the new definition and its value focus. In keeping with the value theme of the text, the authors met face to face with more than 150 instructors and walked through each chapter of the text and each supplement of the package in order to provide the most current, useful text and package on the market. Other themes that permeate throughout the text are: services, ethics, global marketing and the power of the internet. Because services marketing and ethics in marketing play such vital roles in marketing practice today, the authors have dedicated an entire chapter to each of these concepts. The authors provide adding value, superior service, ethical and societal dilemmas and the power of the internet examples throughout, and everywhere these themes fit. The authors have also been careful to integrate the 4Ps of marketing with the overriding value theme. ■ Table of contents Section One Assessing the Marketplace Chapter 1 Overview of Marketing Chapter 2 Developing Marketing Strategies and a Marketing Plan Chapter 3 Marketing Ethics Chapter 4 Analyzing the Marketing Environment Section Two Understanding the Marketplace Chapter 5 Consumer Behavior Chapter 6 Business-to-Business Marketing Chapter 7 Global Marketing Section Three Targeting the Marketplace Chapter 8 Segmentation, Targeting, and Positioning Chapter 9 Marketing Research and Information Systems Section Four Value Creation Chapter 10 Product, Branding, and Package Decisions Chapter 11 Developing New Products Chapter 12 Services: The Intangible Product Section Five Value Capture Chapter 13 Pricing Concepts for Establishing Value Chapter 14 Strategic Pricing Methods Section Six Value Delivery: Designing the Channel and Supply Chain Chapter 15 Supply Chain Management Chapter 16 Retailing and Multi-Channel Marketing Section Seven Value Communication Chapter 17 Integrated Marketing Communications Chapter 18 Advertising and Sales Promotions Chapter 19 Personal Selling and Sales Management ■ New Features ● Online Interactives are engaging tools that teach students to apply key concepts in practice. These interactives provide students with immersive, experiential learning opportunities. Students can take these concepts into future courses and their careers. Students will use a variety of multimedia assets to deepen critical knowledge on key course topics. Interactives for each chapter include: - Interactive Video - Decision Generator - Timeline Creation - Chart Population These are automatically scored and entered into the instructor gradebook. ● Questions map to Learning Objectives. CONNECT Marketing maps each end-of-chapter and test bank question to chapter learning objectives, AASCB Assurance of Learning knowledge standards, and Bloom’s Taxonomy Guidelines, so you can select questions based on objectives you want to measure, and easily track individual or class performance on those same objectives. ● Grewal/Levy is the first new principles of marketing text written from the ground up using the AMA’s new definition of marketing, making it the most current text on the market.


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