Author | Grewal, Dhruv |
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Title | Marketing / Dhruv Grewal, Michael Levy |
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Imprint |
Boston : McGraw-Hill Irwin, c2010 |
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Edition |
2nd ed |
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Descript |
xxxv, 683 p. : ill. (chiefly col.) ; 28 cm |
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CONTENT
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
SUBJECT
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Marketing
LOCATION | CALL# | STATUS |
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Chula Business School Library | 658.8 G841M 2010 |
CHECK SHELVES
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