Marketing (SIE) Information Center: Table of Contents


		Table of Contents About the Authors PageOut

Marketing (SIE)

Dhruv Grewal, Babson College
Michael Levy, Babson College

Section 1	Assessing the Marketplace
Chapter 1	Overview of Marketing
Chapter 2	Developing Marketing Strategies
Chapter 3	Marketing Ethics
Chapter 4	Analyzing the Marketing Environment
Section 2	Understanding the Marketplace
Chapter 5	Consumer Behavior
Chapter 6	Business-to-Business Marketing
Chapter 7	Global Marketing
Section 3	Targeting the Marketplace
Chapter 8	Segmenting, Targeting, and Positioning
Chapter 9	Marketing Research and Information Systems
Section 4	Value Creation
Chapter 10	Product, Branding and Packaging Decisions
Chapter 11	Developing New Products
Chapter 12	Services: The Intangible Product
Section 5	Value Capture
Chapter 13	Pricing Concepts for Establishing Value
Chapter 14	Strategic Pricing Methods
Section 6	Value Delivery: Designing the Channel and Supply Chain
Chapter 15	Supply Chain Management
Chapter 16	Retailing
Section 7	Value Communication
Chapter 17	Integrated Marketing Communications
Chapter 18	Advertising and Sales Promotions
Chapter 19	Personal Selling and Sales Management

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