Marketing Information Center: Table of Contents


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	Student Edition
	Instructor Edition

Marketing

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	Ethics
Chapter 4	Analyzing the Environment
Section 2	Understanding the Marketplace
Chapter 5	Consumer Behavior
Chapter 6	Business-to-Business
Chapter 7	Global Markets
Section 3	Targeting the Marketplace
Chapter 8	Segmenting & Targeting
Chapter 9	Marketing Research
Section 4	Value Creation
Chapter 10	Developing New Products
Chapter 11	Managing the Product Portfolio and Branding
Chapter 12	The Role of Services
Section 5	Value Capture
Chapter 13	Pricing Concepts
Chapter 14	Setting Prices
Section 6	Value Delivery
Chapter 15	Designing the Channel and Supply Chain Management
Chapter 16	Retailing
Section 7	Value Communication
Chapter 17	Integrated Marketing Communication
Chapter 18	Advertising
Chapter 19	Personal Selling

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