Dhruv Grewal, Michael Levy. -- 5a. ed. -- New York : McGraw-Hill, 2016.

xlix, 679 p.; 28 cm.

ISBN 978-0-07-772902-8.

Incluye referencias bibliográficas e índice.

Contenido: Assessing the marketplace -- Overview of marketing -- Developing marketing strategies and a marketing plan -- Social and mobile marketing -- Marketing ethics -- Analyzing the marketing environment -- Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Globla marketing -- Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research -- Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Value delivery: designing the channel and supply chain -- Supply chain and channel management -- Retailing and omnichannel marketing -- Value communication -- Integrated marketing communications -- Advertising, public relations, and sales promotions -- Personal selling and sales management.