M Marketing 5th Edition Grewal Test Bank

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Product details:

• ISBN-10 ‏ : ‎ 1259446298
• ISBN-13 ‏ : ‎ 978-1259446290
• Author: Dhruv Grewal; Michael Levy

Value-Added, Every Time. Grewal’s value-based approach emphasizes that even the best products and services will go unsold if marketers cannot communicate their value. M: Marketingis the most concise, impactful approach to Principles of Marketing on the market, with tightly integrated topics that explore both marketing fundamentals and new influencers, all in an engaging format that allows for easy classroom and assignment management. A robust suite of instructor resources and regularly updated Grewal/Levy author blog provide a steady stream of current, fresh ideas for the classroom.

Table of contents:

Section One: ASSESSING THE MARKETPLACE
Chapter 1: Overview of Marketing
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 3: Digital Marketing: Online, Social, and Mobile
Chapter 4: Conscious Marketing, Corporate Social Responsibility, and Ethics
Chapter 5: Analyzing the Marketing Environment

Section Two: UNDERSTANDING THE MARKETPLACE
Chapter 6: Consumer Behavior
Chapter 7: Business-to-Business Marketing
Chapter 8: Global Marketing

Section Three: TARGETING THE MARKETPLACE
Chapter 9: Segmentation, Targeting, and Positioning
Chapter 10: Marketing Research and Analytics

Section Four: VALUE CREATION
Chapter 11: Product, Branding, and Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product

Section Five: VALUE CAPTURE
Chapter 14: Pricing Concepts for Capturing Value

Section Six: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
Chapter 15: Supply Chain and Channel Management
Chapter 16: Retailing and Omnichannel Marketing

Section Seven: VALUE COMMUNICATION
Chapter 17: Integrated Marketing Communications
Chapter 18: Advertising, Public Relations, and Sales Promotions
Chapter 19: Personal Selling and Sales Management

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