Grewal, D., & Levy, M. (2008). Marketing. Boston: McGraw-Hill Irwin.

Section 1: Assessing the marketplace -- Overview of marketing -- Developing of marketing strategies -- Marketing ethics -- Analyzing the marketing environment -- Section 2: Understanding the marketplace -- Consumer behavior -- Business-to-business marketing -- Global marketing -- Section 3: Targeting the marketplace -- Segmentation, targeting, and positioning -- Marketing research and information systems -- Section 4: Value creation -- Product, branding, and packaging decisions -- Developing new products -- Services: the intangible product -- Section 5: Value capture -- Pricing concepts for establishing value -- Strategic pricing methods -- Section 6: Value delivery: designing the channel and supply -- Supply chain management -- Retailing -- Section 7: Value communication -- Integrated marketing communications -- Advertising and sales promotions -- Personal selling and sales management