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M: Marketing

M: Marketing


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About the Book

Adding Value to your Marketing Course - 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. In their 4th edition of M: Marketing, 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. With a new chapter on Social and Mobile Marketing, Grewal and Levy's M: Marketing continues to be among the most contemporary products for studying the principles of marketing today.

Table of Contents:
Section 1-Assessing the Marketplace Chapter 1: Overview of Marketing Chapter 2: Developing Marketing Strategies and a Marketing Plan Chapter 3: Social and Mobile Marketing Chapter 4: Marketing Ethics Chapter 5: Analyzing the Marketing Environment Section 2-Understanding the Marketplace Chapter 6: Consumer Behavior Chapter 7: Business-to-Business Marketing Chapter 8: Global Marketing Section 3-Targeting the Marketplace Chapter 9: Segmentation, Targeting, and Positioning Chapter 10: Marketing Research and Information Systems Section 4-Value Creation Chapter 11: Product, Branding, and Packaging Decisions Chapter 12: Developing New Products Chapter 13: Services the Intangible Product Section 5-Value Capture Chapter 14: Pricing Concepts for Establishing Value Section 6-Value Delivery: Designing the Channel and Supply Chain Chapter 15: Supply Chain Management Chapter 16: Retailing and Multichannel Marketing Section 7-Value Communication Chapter 17: Integrated Marketing Communications Chapter 18: Advertising, Public Relations, and Sales Promotions Chapter 19: Personal Selling and Sales Management

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, Mervyn’s, Neiman Marcus, ProfitLogic, and Zale Corp.


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Product Details
  • ISBN-13: 9780077861025
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 279 mm
  • No of Pages: 512
  • Returnable: Y
  • Weight: 919 gr
  • ISBN-10: 0077861027
  • Publisher Date: 16 Mar 2014
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 16 mm
  • Width: 229 mm


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