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Marketing: 2024 Release
Marketing: 2024 Release

Marketing: 2024 Release

ISBN10: 126669143X | ISBN13: 9781266691430
By Dhruv Grewal and Michael Levy

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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

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Marketing was designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers. 

The authors explore both fundamentals and new marketing influences such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.  

SECTION 1: ASSESSING THE MARKETPLACE 
 1 Overview of Marketing 
 2 Developing Marketing Strategies and a Marketing Plan 
    Appendix 2a: Writing a Marketing Plan 
 3 Digital Marketing: Online, Social, and Mobile 
 4 Conscious Marketing, Corporate Social Responsibility, and Ethics 
    Appendix 4a: Understanding Ethics Using Scenarios 
 5 Analyzing the Marketing Environment 

SECTION 2: UNDERSTANDING THE MARKETPLACE 
 6 Consumer Behavior 
 7 Business-to-Business Marketing
 8 Global Marketing 

SECTION 3: TARGETING THE MARKETPLACE 
 9 Segmentation, Targeting, and Positioning 
10 Marketing Research and Analytics 
     Appendix 10a: Using Secondary Data to Assess Customer Lifetime Value (CLV) 

SECTION 4: VALUE CREATION 
11 Product, Branding, and Packaging Decisions
12 Developing New Products 
13 Services: The Intangible Product 

SECTION 5: VALUE CAPTURE 
14 Pricing Concepts for Capturing Value 
15 Strategic Pricing Methods and Tactics
 
SECTION 6: VALUE DELIVERY: DESIGNING THE SUPPLY CHAIN AND MARKETING CHANNELS 
16 Supply Chain and Marketing Channel Management 
17 Retailing and Omnichannel Marketing 

SECTION 7: VALUE COMMUNICATION 
18 Integrated Marketing Communications 
19 Advertising, Public Relations, and Sales Promotions
20 Personal Selling and Sales Management

About the Author

Dhruv Grewal

Michael Levy

Michael Levy, PhD (Ohio State University), is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and Distinguished Scholar in Residence, Daniels College of Business, University of Denver. He received his PhD in business administration from Ohio State University and his undergraduate and MS degrees in business administration from the University of Colorado at Boulder. He taught at Southern Methodist University before joining the faculty as professor and chair of the marketing department at the University of Miami. 

Professor Levy received the inaugural ACRA Academic Lifetime Achievement Award presented at the 2015 AMA/ACRA (American Marketing Association/American Collegiate Retailing Association) Triennial Conference and was recognized for 25 years of dedicated service to the editorial review board of the Journal of Retailing in 2011. He won the McGraw-Hill Corporate Achievement Award for Grewal–Levy Marketing 2e with Connect in the category of excellence in content and analytics (2010); Revision of the Year for Marketing 2e (Grewal–Levy) from McGraw-Hill/Irwin (2010); the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group (SIG); the Babson Faculty Scholarship Award (2009); and the Distinguished Service Award, Journal of Retailing (2009) (at winter AMA). 

He was rated as one of the best researchers in marketing in a survey published in Marketing Educator (Summer 1997). He has developed a strong stream of research in retailing, business logistics, financial retailing strategy, pricing, and sales management. He has published over 50 articles in leading marketing and logistics journals, including the Journal of Retailing, Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Marketing Research. He has served on the editorial review boards of the Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Physical Distribution and Materials Management, International Journal of Business Logistics, ECR Journal, and European Business Review, and has been on the editorial advisory boards of European Retail Research and European Business Review. He is coauthor of Marketing 8e (2020). Professor Levy was coeditor of the Journal of Retailing from 2001 to 2007. He cochaired the 1993 Academy of Marketing Science conference and the 2006 summer AMA conference. 

Professor Levy has worked in retailing and related disciplines throughout his professional life. Prior to his academic career, he worked for several retailers and a housewares distributor in Colorado. He has performed research projects with many retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics (SAP), Mervyn’s, Neiman Marcus, ProfitLogic (Oracle), Zale Corporation, and numerous law firms.

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