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MARKETING 5e (pb) 2018
Author: DHRUV GREWAL
ISBN: 9789353163402
Year: 2019
Publisher: MCGRAW-HILL EDU (INDIA) PVT LTD.
Category: MARKETING & SALES/ CUSTOMER CARE
Edition: 5
Format: Paperback
Language: English
Pages: 679
 ABOUT THE TITLE
CONTENT:

SECTION 1: ASSESSING THE MARKETPLACE 1 Overview of Marketing 2 Developing Marketing Strategies and a Marketing Plan 3 Social and Mobile Marketing 4 Conscious Marketing, Corporate Social Responsibility, and Ethics 5 Analyzing the Marketing Environment SECTION 2: UNDERSTANDING THE MARKETPLACE 6 Consumer Behavior 7 Business-to-Business Marketing 8 Global Marketing SECTION 3: TARGETING THE MARKETPLACE 9 Segmentation, Targeting, and Positioning 10 Marketing Research SECTION 4: VALUE CREATION 11 Product, Branding, and Packaging Decisions 12 Developing New Products 13 Services: The Intangible Product SECTION 5: VALUE CAPTURE 14 Pricing Concepts for Establishing Value SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN 15 Supply Chain and Channel Management 16 Retailing and Omnichannel Marketing SECTION 7: VALUE COMMUNICATION 17 Integrated Marketing Communications 18 Advertising, Public Relations, and Sales Promotions 19 Personal Selling and Sales Management

Authors Dhruv Grewal
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