M: Marketing, 5th Edition

Book Description
NOTE: Access code is not included with this book

Value-Added, Every Time. Grewal’s value-based approach emphasizes that even the best products and services will go unsold if marketers cannot communicate their value. M: Marketing is the most concise, impactful approach to Principles of Marketing on the market, with tightly integrated topics that explore both marketing fundamentals and new influencers, all in an engaging format that allows for easy classroom and assignment management. A robust suite of instructor resources and regularly updated Grewal/Levy author blog provide a steady stream of current, fresh ideas for the classroom.

Grewal/Levy’s M: Marketing 5th edition is available through McGraw-Hill Connect, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:

SmartBook – an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts and examine how firms analyze, create, deliver, communicate, and capture value. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.

Table of Contents
Section One 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 Two Understanding The Marketplace
Chapter 6 Consumer Behavior
Chapter 7 Business–To–Business Marketing
Chapter 8 Global Marketing

Section Three Targeting The Marketplace
Chapter 9 Segmentation, Targeting, And Positioning
Chapter 10 Marketing Research

Section Four Value Creation
Chapter 11 Product, Branding, And Packaging Decisions
Chapter 12 Developing New Products
Chapter 13 Services: The Intangible Product

Section Five Value Capture
Chapter 14 Pricing Concepts For Establishing Value
Section Six Value Delivery: Designing The Channel And Supply Chain
Chapter 15 Supply Chain And Channel Management
Chapter 16 Retailing And Omnichannel Marketing

Section Seven Value Communication
Chapter 17 Integrated Marketing Communications
Chapter 18 Advertising, Public Relations, And Sales Promotions
Chapter 19 Personal Selling And Sales Management

预览－MGH M Marketing 5th Edition 1259446298.pdf

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