Value-Based Marketing
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Value-Based Marketing

Value-Based Marketing


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About the Book

This text applies the marketing concept. Marketing and it’s supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and stresses values, ethics, entrepreneurship, assessment and global topics.

Table of Contents:
1 Overview of Marketing 2 Developing Marketing Strategies 3 Ethics 4 Analyzing the Environment 5 Consumer Behavior 6 Business-to-Business 7 Global Markets 8 Segmenting & Targeting 9 Marketing Research 10 Developing New Products 11 Managing the Product Portfolio and Branding 12 The Role of Services 13 Pricing Concepts 14 Setting Prices 15 Designing the Channel and Supply Chain Management 16 Retailing 17 Integrated Marketing Communication 18 Advertising 19 Personal Selling

About the Author :
Dhruv Grewal received a Ph.D. from Virginia Tech and is the Toyota Chair in Commerce and Electronic Business and professor of marketing at Babson College. His academic interests focus is on marketing foundations and research, retailing, pricing, and value-based strategies. Dr. Grewal was awarded the 2005 Lifetime Achievement in Behavioral Pricing Award by Fordham University and was listed in the World's Most Influential Scientific Minds by Thomson Reuters in 2014. He is a coauthor of Marketing Research, has published more than 70 articles in leading journals, and serves on numerous editorial boards. Dr. Grewal is a recipient of the 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; and 1998 Executive MBA Teaching Excellence Award. He has taught executive seminars and joined in research with numerous firms, including IRI, TJX, Radio Shack, Monsanto, McKinsey, and Motorola. Michael Levy received an undergraduate and M.S. degrees in business administration from the University of Colorado at Boulder and a Ph.D. in business administration from Ohio State University. He is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and CEO of RetailProf LLC. Dr. Levy received the inaugural ACRA Academic Lifetime Achievement Award; the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group; the Babson Faculty Scholarship Award; and the Distinguished Service Award, Journal of Retailing. Marketing Educator rated him one of the best researchers in marketing. Dr. Levy has published more than 50 articles in leading marketing and logistics journals and is co-author of the sixth edition of Marketing. He has performed research projects with major retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics, Mervyns, Neiman Marcus, ProfitLogic, and Zale Corp.


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Product Details
  • ISBN-13: 9780071109055
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 262 mm
  • Spine Width: 28 mm
  • Width: 211 mm
  • ISBN-10: 0071109056
  • Publisher Date: 16 Aug 2007
  • Binding: Paperback
  • Language: English
  • Weight: 1334 gr


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