M: Marketing

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M: Marketing image
ISBN-10:

0073381179

ISBN-13:

9780073381176

Author(s): Dhruv Grewal
Edition: Edition Unstated
Released: Jan 01, 2008
Publisher: McGraw-Hill.
Format: Paperback, 335 pages

Description:

Grewal/Levy is the first Principles of Marketing text to be written from the ground up using the new definition and its value focus. In keeping with the value theme of the text, the authors met face to face with more than 150 instructors and walked through each chapter of the text and each supplement of the package in order to provide the most current, useful text and package on the market. Other themes that permeate throughout the text are: services, ethics, global marketing and the power of the internet. Because services marketing and ethics in marketing play such vital roles in marketing practice today, the authors have dedicated an entire chapter to each of these concepts. The authors provide adding value, superior service, ethical and societal dilemmas and the power of the internet examples throughout, and everywhere these themes fit. The authors have also been careful to integrate the 4Ps of marketing with the overriding value theme.

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