Marketing
Book Summary:
The prevalence and power of the internet has created a marketplace of better informed and savvier customers than ever before. Those who teach the marketers of the future need to account for the consumer’s ability to assess the marketplace at their finger tips and discern good value from poor value. The book focuses on the concepts and tools that help marketers create value for customers. There are numerous examples from the beginning to the end of the Grewal text that define how companies create value for customers through branding, packaging, pricing, retailing, service, and advertising.
ISBN’s: 9780071320382, 9780070984929
Authors:
Dhruv Grewal, Michael Levy, Shirley Lichti, Ajax Persaud
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