Marketing

Grewal/Levy was designed for today's changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors up to date tools every month through the monthly newsletter.

It has a strong emphasis on experiential learning and focuses on the value that marketer's create for the firm. In addition the authors have incorporated the theme of Entrepreneurship throughout the text, building on Babson's reputation as the top school for entrepreneurship in the country. As one of the shortest of the hardback books on the market Grewal also fits the changing needs of professors to present a more concise look at key marketing concepts.

Author Biography

Dr. Grewal is a "Distinguished Fellow" of the Academy of Marketing and Science. He has served as VP-Research & Conferences of the American Marketing Association Academic Council (1999-2001). Currently, he serves as VP-Development for the Academy of Marketing Science (2000-2002).

He is also co-editor of the Journal of Retailing. His research and teaching interests focus on e-business, global marketing, value-based marketing strategies, and understanding the voice of the customer (market research). Dr. Grewal has published more than 50 articles in publications such as Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, and Journal of Retailing. He currently serves on the editorial review boards of Journal of Marketing, Journal of Retailing, Journal of Public Policy & Marketing, and Journal of Product and Brand Management.

Chapter 1: Overview of Marketing

Chapter 2: Developing Marketing Strategies and a Marketing Plan

Chapter 3: Marketing Ethics

Chapter 4: Analyzing the Market Environment

Chapter 5: Consumer Behavior

Chapter 6: Business-to-Business Marketing

Chapter 7: Global Marketing

Chapter 8: Segmentation, Targeting, and Positioning

Chapter 9: Marketing Research

Chapter 10: Product, Branding, and Packaging Decisions

Chapter 11: Developing New Products

Chapter 12: Services: The Intangible Product

Chapter 13: Pricing Concepts for Establishing Value

Chapter 14: Strategic Pricing Methods

Chapter 15: Supply Chain And Channel Management

Chapter 16: Retailing And Multichannel Marketing

Chapter 17: Integrated Marketing Communications

Chapter 18: Advertising, Public Relations, And Sales Promotions

Chapter 19: Personal Selling And Sales Management

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.