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ÀúÀÚ ¼Ò°³
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SECTION 1 ½ÃÀå Æò°¡
CHAPTER 1. ¸¶ÄÉÆà °³°ü
CHAPTER 2. ¸¶ÄÉÆà Àü·« ¹× ¸¶ÄÉÆà °èȹÀÇ °³¹ß
CHAPTER 3. ¼Ò¼È, ¸ð¹ÙÀÏ ¸¶ÄÉÆÃ
CHAPTER 4. ¸¶ÄÉÆÃȯ°æ ºÐ¼®
SECTION 2 ½ÃÀå ÀÌÇØ
CHAPTER 5. ¼ÒºñÀÚ Çൿ
CHAPTER 6. B2B ¸¶ÄÉÆÃ
SECTION 3 ½ÃÀå ŸÄÏÆÃ
CHAPTER 7. ½ÃÀå¼¼ºÐÈ, ŸÄÏÆÃ, Æ÷Áö¼Å´×
CHAPTER 8. ¸¶ÄÉÆà Á¶»ç
SECTION 4 °¡Ä¡ âÁ¶
CHAPTER 9. Á¦Ç°, ÇÁ·£µù, Æ÷Àå
CHAPTER 10. ½ÅÁ¦Ç° °³¹ß
SECTION 5 °¡Ä¡ ȹµæ
CHAPTER 11. °¡Ä¡Á¤¸³À» À§ÇÑ °¡°Ý¼³Á¤ÀÇ °³³äµé
CHAPTER 12. Àü·«Àû °¡°Ý¼³Á¤ ¹æ¹ýµé
SECTION 6 °¡Ä¡ Àü´Þ: ¸¶ÄÉÆà °æ·Î °ø±Þ»ç½½ µðÀÚÀÎ
CHAPTER 13. °ø±Þ»ç½½ ¹× ¸¶ÄÉÆà °æ·Î °ü¸®
CAHPTER 14. ¼Ò¸Å ¹× ´ÙÁß°æ·Î ¸¶ÄÉÆÃ
SECTION 7 °¡Ä¡ Ä¿¹Â´ÏÄÉÀ̼Ç
CHAPTER 15. ÅëÇÕÀû ¸¶ÄÉÆà Ŀ¹Â´ÏÄÉÀ̼Ç
CHAPTER 16. ±¤°í, °øÁß°ü°è, ÆǸÅÃËÁø, ±×¸®°í ÀÎÀûÆǸÅ
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Dhruv Grewal
Babson´ëÇÐ ¸¶ÄÉÆà ±³¼öÀ̸ç Commerce & Electronic Business ºÐ¾ß Toyota ChairÀÌ´Ù. ±×´Â Thomson Reuters¸¶ÄÉÆà ºÐ¾ß¿¡¼ ´ÜÁö 8¸í, °æÁ¦ÇÐ ¹× °æ¿µÇп¡¼ 95¸íÀÌ µîÀçµÇ¾î ÀÖÀ½ÀÇThe World¡¯s Most Influential Minds¿¡ µîÀçµÇ¾î ÀÖ´Ù.
Grewal ¹Ú»ç´Â Journal of Retailing, Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology¿Í °°Àº ÇмúÁö¿¡ 140Æí ÀÌ»óÀ» °ÔÀçÇÏ¿´´Ù. ±×¸®°í ÇöÀç Journal of Retailing, Journal of Marketing, Journal of Marketing Research µî ´Ù¼öÀÇ ÇмúÁö¿¡¼ ÆíÁýÀ§¿ø ȤÀº ÀÚ¹®À§¿øÀ¸·Î È°¾àÇÏ°í ÀÖ´Ù.
Grewal ¹Ú»ç´Â °æ¿µÀü¹® ¼¼¹Ì³ª¿Í °úÁ¤¿¡¼ °¡¸£Ä¡°í ÀÖÀ¸¸ç, Dell, ExxonMobil, IRI, Radio Shack, Telcordia Tire & Rubber Company µî ´Ù¼öÀÇ È¸»ç¿¡¼ ¿¬±¸ ÇÁ·ÎÁ§Æ®¸¦ ¼öÇàÇÏ°í ÀÖ´Ù. ¶ÇÇÑ ¹Ì±¹, À¯·´, ³²¹Ì ±×¸®°í ¾Æ½Ã¾Æ¿¡¼ ¼¼¹Ì³ª¸¦ °³ÃÖÇÏ°í ÀÖ´Ù.
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Marketing | Dhruv Grewal | McGraw-Hill
¼Ò¸ÅÀ¯Åë°æ¿µ | Dhruv Grewal | ÇÑ¿ÃÃâÆÇ»ç
Retailing Management | Dhruv Grewal | McGraw-Hill
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Michael Levy
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