M: Marketing

Informationen zum Autor Dhruv Grewal, PhD (Virginia Tech), is the Toyota Chair in Commerce and Electronic Business and a professor ofmarketing at Babson College. His research and teaching interests focus on marketing foundations, marketingresearch, retailing, pricing, and value-based strategies. He was awarded the 2005 Lifetime Achievement inBehavioral Pricing Award by Fordham University. He is a "Distinguished Fellow" of the Academy of MarketingScience. He has also coauthored Marketing Research (2004, 2007).Professor Grewal has published over 70 articles in journals such as Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, and Journal of the Academy of Marketing Science. He currently serves on numerous editorial review boards, including Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Interactive Marketing, and Journal of Public Policy & Marketing. He served as co-editor of Journal of Retailing from 2001-2007. Professor Grewal has won many awards for his teaching including, 2005 Sherwin-Williams Distinguished Teaching Award, SMA; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 AMS Great Teachers in Marketing Award; Executive MBA Teaching Excellence Award (1998); School of Business Teaching Excellence Awards (1993, 1999); and Virginia Tech Certificate of Recognition for Outstanding Teaching (1989). He co-chaired: 1993 AMS Conference, 1998 Winter AMA Conference, a 1998 Marketing Science Institute Conference, 2001 AMA doctoral consortium, and 2006 Summer AMA Conference. Professor Grewal has taught executive seminars and courses and/or worked on research projects with numerous firms, such as IRI, TJX, Radio Shack, Monsanto, McKinsey, Motorola, and numerous law firms. He has taught seminars in the U.S., Europe, and Asia. Klappentext 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. Zusammenfassung Explores social psychological science and applies it to contemporary issues and everyday life. This book presents 31 short modules - each readable in a single sitting - that introduce students to such scientific explorations as love and hate, conformity and independence, prejudice and helping, and persuasion and self-determination. Inhaltsverzeichnis

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 t...

Product details

• Authors: Dhruv Grewal, Dhruv/ Levy Grewal, Michael Levy
• Publisher: Mcgraw Hill Academic
• Languages: English
• Product format: Paperback / Softback
• Released: 20.02.2014
• EAN: 9780077861025
• ISBN: 978-0-07-786102-5
• Subject: Social sciences, law, business > Business > Advertising, marketing