Marketing / Edition 2 available in Hardcover
Grewal/Levy's Marketing was designed for today’s social, mobile and digital student population, with an emphasis on how firms analyze, create, deliver, communicate, and capture value. Underscoring that even the best products and services will go unsold if marketers cannot communicate their value, Marketing explores both fundamentals and new marketing influencers and features comprehensive coverage, topics like social media and ethics integrated throughout, a robust suite of instructor resources, and regularly updated Grewal/Levy author blog with content tagged by chapter to help keep your classroom discussions current, fresh and engaging.
Grewal Levy's Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through your personal computer or tablet. Choose this option if your instructor will require Connect to be used in the course. Your subscription to Connect includes the following:
• SmartBook® - an adaptive digital version of the course textbook that personalizes your reading experience based on how well you are learning the content.
• Access to your instructor’s homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course.
• Progress dashboards that quickly show how you are performing on your assignments and tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.
Connect Marketing’s assignments provide instant feedback and span the introduction of course concepts to their application and beyond, including iSeeit! concept animations, video cases, case analyses, data analytics exercises, and more. Contact your learning technology representative for a matrix listing assignable assets by learning outcomes.
Complete system requirements to use Connect can be found here.
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.
Table of Contents
SECTION ONE: 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 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 ResearchSECTION 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 Establishing Value Chapter 15: Strategic Pricing Methods SECTION SIX: Value Delivery: Designing the Channel and Supply Chain Chapter 16: Supply Chain and Channel Management Chapter 17: Retailing and Multichannel Marketing SECTION SEVEN: Value Communication Chapter 18: Integrated Marketing Communications Chapter 19: Advertising, Public Relations, and Sales Promotions Chapter 20: Personal Selling and Sales Management