ISBN 9780071332750,Marketing


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ISBN 9780071332750

Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780071332750

ISBN-10 0071332758


Edition 2nd
Number of Pages 720 Pages
Language (English)


Marketing has changed significantly in the past few decades. So much so, that in 2004 and again in 2007, theAmerican Marketing Association redefined the word "marketing" itself. Grewal/Levy is the first Principles ofMarketing text to be written from the ground up using the new definition and its value focus. In keeping with thevalue theme of the text, the authors met face to face with more than 150 instructors and walked through eachchapter of the text and each supplement of the package in order to provide the most current, useful text andpackage on the market. Other themes that permeate throughout the text are: services, ethics, global marketingand the power of the internet. Because services marketing and ethics in marketing play such vital roles in marketingpractice today, the authors have dedicated an entire chapter to each of these concepts.

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