Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word "Marketing", making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, "Marketing Creates Value" permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. . --This text refers to the Hardcover edition.
Section 1 Assesing the Marketplace
Section 2 Understanding the Marketplace
Section 3 Targeting the Marketplace
Section 4 Value Creation
Section 5 Value Capture
Section 6 Value Delivery: Designing the Channel and Supply Chain
Section 7 Value Communication