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AuthorGrewal, Dhruv
TitleMarketing / Dhruv Grewal, Michael Levy
Imprint Boston : McGraw-Hill Irwin, c2010
Edition 2nd ed
Descript xxxv, 683 p. : ill. (chiefly col.) ; 28 cm


Overview of marketing -- Developing marketing strategies and a marketing plan -- Marketing ethics -- Analyzing the marketing environment -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Segmentation, targeting, and positioning -- Marketing research and information systems -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Pricing concepts for establishing value -- Strategic pricing methods -- Supply chain management -- Retailing and multichannel marketing -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management


Chula Business School Library658.8 G841M 2010CHECK SHELVES

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