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Book details
ISBN: 9780078029004 / 0078029007
Division: Higher Education
Pub Date: JAN-13
Pages: 768

Copyright: 2014
Edition: 4
Format: Hardback

Dhruv Grewal, Michael Levy


About the book

Grewal/Levy was designed for today’s changing student population. It has a strong emphasis on experiential learning and focuses on the value that marketers create for the firm. This textbook also provides students with hands-on learning tools through Connect Marketing, and provides professors with updated tools every month through the monthly newsletter.

With Connect Plus, students examine how firms analyze, create, deliver, communicate, and capture value by exploring both the fundamentals in marketing and new influencers, such as social media, all in a format that allows for instructor assessment of learning outcomes, and provides students with a tight integration of topics.

Key features

  • New Chapter that covers Social and Mobile Marketing (Chapter 3) – new chapter centers on five learning objectives:
    • Describe the 4E framework of social media marketing. This new framework explains how excitement, education, experience, and engagement are needed for successful social media marketing
    • Understand the types of social media
    • Understand the types of mobile applications
    • Recognize and understand the three components of a social media strategy: listen, analyze, and do
    • Understand the methods for marketing oneself using social media

  • New Adding Value boxes added to every chapter in the text that highlights how a particular firm has added value for its customers.
  • Each chapter offers key Learning Objectives in the beginning of the chapter then a numbered icon appears adjacent to the appropriate material in the chapter. These same objectives are also reviewed at the end of each chapter and link the material to the online learning tools on Connect Marketing, such as various toolkits and LearnSmart. These online tools greatly facilitate student learning.
  • New Pedagogical Feature in each chapter – Social and Mobile Marketing boxes included in each chapter beyond the information included in the new chapter.
  • All New Chapter Opener Examples – The illustrations have been carefully chosen to resonate with college students and increase their engagement with marketing content. The end-of-chapter Case Studies are either new or have been updated. For example, the Chapter 5 case pertains to Seventh Generation environmentally-friendly cleaning products and its long-term goals in the marketing environment.
  • Practice Marketing is an online, interactive learning environment that simulates the full marketing mix including market segmentation, product, pricing, promotion, and place. Using knowledge built in the Principles of Marketing course, students become a marketing manager in a company entering the backpack market. By making decisions and seeing the results, players get feedback on their actions, and learn by doing. Players then review and can amend their decisions to react to their competitors’ decisions. Powerful assessment, reporting, and debriefing tools complement this educational process. To learn more, go to
  • Inkling ebook for the iPad: McGraw-Hill’s Inkling eBooks turn the iPad tablet into a powerful platform for learning. iPad users simply download the free “Inkling” app from the iTunes App Store, which then provides Inkling eBook preview and purchasing options. Students can purchase individual chapters as well as the entire eBook. An open access chapter is available for preview. Note: purchase of the Inkling eBook does not include access to Connect or Connect Plus
  • To purchase an eBook version of this title, visit (ISBN: 9780077561062). With the CourseSmart eTextbook version of this title, students can save money, reduce their impact on the environment, and access powerful web tools for learning. Faculty can also review and compare the full text online without having to wait for a print desk copy.
  • MH Campus™ integrates all of your digital products from McGraw-Hill Education with your school LMS for quick and easy access to best-in-class content and learning tools. Build an effective digital course, enroll students with ease and discover how powerful digital teaching can be. With this program enabled, faculty and students will never need to create another account to access McGraw-Hill products and services. Learn more at
  • Connect® Marketing is an online assignment and assessment solution that connects students with the tools and resources they’ll need to achieve success. McGraw-Hill Connect helps prepare students for their future by enabling faster learning, more efficient studying, and higher retention of knowledge. Connect offers you and your students powerful tools and features that optimize your time and energies, enabling you to focus on course content, teaching, and student learning. Connect also offers a wealth of content resources for both instructors and students. This state-of-the-art, thoroughly tested system supports you in preparing students for the world that awaits. For more information about Connect, go to, or contact your local McGraw-Hill sales representative for access to an instructor account. Features of Connect are:
  • LearnSmart ensures your students are learning faster, studying more efficiently, and retaining more knowledge. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students' self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with a personalized one-on-one tutor experience.
  • Interactive Presentations are designed to reinforce learning by offering a visual presentation of the learning objectives highlighted in every chapter of the text. Interactive presentations are engaging, online, professional presentations (fully Section 508 compliant) covering the same core concepts directly from the chapter, while offering additional examples and graphics. These presentations teach students learning objectives in a multimedia format, bringing the course to life. They are a great prep tool for students – when a student is better prepared, they are more engaged and better able to participate in class.
  • Interactive Applications provided for each chapter of the textbook allow instructors to assign application-focused interactive activities, engage students to “do” marketing, stimulate critical thinking, and reinforce key concepts. Students apply what they’ve learnt and receive immediate feedback. Instructors can customize these activities and monitor student progress.
  • Connect Plus® Marketing gives students access to an integrated, media-rich eBook, allowing for anytime, anywhere access to the textbook. With each homework problem directly mapped to the topic in the book, the student is only one click away from the textbook. The eBook also includes a powerful search function that allows students to quickly scan the entire book for relevant topics. Students can highlight, take notes, practice the marketing dashboard activities, and connect to websites and videos through the hyperlinked QR codes in the text. To order Connect Plus in a bundle with the book, order ISBN 9780077801953. Connect Plus is also available as a standalone access card, available for bookstore purchase with ISBN 9780077561079, or directly online.
  • Real World Examples are used to illustrate concepts throughout the text. The authors give students the opportunity to think about how concepts are used in their everyday life. This is shown through various boxed elements: Adding Value, Ethical and Societal Dilemmas, and Superior Service.
  • Adding Value: Given the strategic thrust of the definition of marketing on value, this concept permeates throughout the book from the cover to the Adding Value illustrations incorporated in each chapter.
  • Ethical and Societal Dilemmas: The authors discuss the role of corporate social responsibility in Chapter 4. The authors continue to emphasize the importance of ethics and societal issues through the placement of Ethical & Societal Dilemma illustrations throughout the text. These illustrations end with questions that are posed from the marketer’s point of view to encourage readers to think about these issues and how to address them.
  • Superior Service: As the US economy continues to become more of a service economy, the authors weave service examples throughout the book and many of these are highlighted using the “Superior Service” feature in every chapter. In addition, the authors have a complete chapter devoted to Service (Chapter 12) that incorporates current service frameworks (e.g., service quality dimensions, zone of tolerance.)
  • Check Yourself: Questions posed throughout the chapter after key points allow students to stop and think about what they have learned.
  • Marketing Applications: Each chapter concludes with eight to eleven Marketing Applications. These essay-style questions determine whether students have grasped the concepts covered in each chapter by asking them to apply what they have learned to marketing scenarios that are relevant to their lives.
  • CREATE, our Custom Textbook Option Craft your teaching resources to match the way you teach! With McGraw-Hill Create,, you can easily rearrange chapters, combine material from other content sources, quickly upload content you have written like your course syllabus or teaching notes, then personalize your book's appearance by selecting the cover and adding your name, school, and course information. Find the content you need in Create by searching through thousands of leading McGraw-Hill textbooks. Arrange your book to fit your teaching style. Order a Create book and you'll receive a complimentary print review copy in 3 – 5 business days or a complimentary electronic review copy (eComp) via email in about one hour. Go to today and register. Experience how McGraw-Hill Create empowers you to teach your students your way.
  • Marketing Plan Pro – The most widely used marketing plan software program in the industry, and it includes everything students need to create professional, complete, and accurate marketing plans. Marketing Plan Pro can be packaged with Marketing, Fourth Edition for a nominal fee.
  • Tegrity Campus is a service that makes class time available all the time by automatically capturing every lecture in a searchable format for students to review when they study and complete assignments. With a simple one-click start and stop process, you capture all computer screens and corresponding audio. Students can replay any part of any class with easy-to-use browser-based viewing on a PC or Mac. Tegrity Campus is available stand-alone or within Connect.
  • Blackboard Partnership – McGraw-Hill and Blackboard have teamed up to simplify your life. Now you and your students can access Connect and Create right from within your Blackboard course – all with one single sign-on. The gradebooks are seamless, so when a student completes an integrated Connect assignment, the grade for that assignment automatically (and instantly) feeds your Blackboard grade center. Learn more at
  • Assurance of Learning Ready
    Many educational institutions today are focused on the notion of assurance of learning, an important element of some accreditation standards. Marketing is designed specifically to support your assurance of learning initiatives with a simple, yet powerful solution. Each test bank question for Marketing maps to a specific chapter learning outcome/objective listed in the text. You can use our test bank software, EZ Test and EZ Test Online, or in Connect Marketing to easily query for learning outcomes/objectives that directly relate to the learning objectives for your course. You can then use the reporting features of EZ Test to aggregate student results in similar fashion, making the collection and presentation of assurance of learning data simple and easy.
  • AACSB Statement The McGraw-Hill Companies is a proud corporate member of AACSB International. Understanding the importance and value of AACSB accreditation, Marketing recognizes the curricula guidelines detailed in the AACSB standards for business accreditation by connecting selected questions in the test bank to the six general knowledge and skill guidelines in the AACSB standards.
    The statements contained in Marketing are provided only as a guide for the users of this textbook. The AACSB leaves content coverage and assessment within the purview of individual schools, the mission of the school, and the faculty. While Marketing and the teaching package make no claim of any specific AACSB qualification or evaluation, we have within Marketing labeled selected questions according to the six general knowledge and skills areas.
  • Correlation Guide:

    This convenient guide matches the units in Annual Editions: Marketing 13/14 with the corresponding chapters in three of our best-selling McGraw-Hill Marketing textbooks by Perreault et al., Kerin et al. and Grewal/Levy.

  • SmartBook™—Fueled by LearnSmart—SmartBook is the first and only adaptive reading experience available today. Distinguishing what a student knows from what they don’t, and honing in on concepts they are most likely to forget, SmartBook personalizes content for each student in a continuously adapting reading experience. Reading is no longer a passive and linear experience, but an engaging and dynamic one where students are more likely to master and retain important concepts, coming to class better prepared. Valuable reports provide instructors insight as to how students are progressing through textbook content, useful for shaping in-class time or assessment. As a result the adaptive reading experience found in SmartBook, students are more likely to retain knowledge, stay in class and get better grades.

  • Table of contents

    SECTION ONE: Assessing the Marketplace
    Chapter 1: Overview of Marketing
    Chapter 2: Developing Marketing Strategies and a Marketing Plan
    Chapter 3: Social and Mobile Marketing
    Chapter 4: Marketing Ethics
    Chapter 5: Analyzing the Marketing Environment
    SECTION TWO: Understanding the Marketplace
    Chapter 6: Consumer Behavior
    Chapter 7: Business-to-Business Marketing
    Chapter 8: Global Marketing
    SECTION THREE: Targeting the Marketplace
    Chapter 9: Segmentation, Targeting, and Positioning
    Chapter 10: Understanding the Marketplace
    SECTION FOUR: Value Creation
    Chapter 11: Product, Branding, and Packaging Decisions
    Chapter 12: Developing New Products
    Chapter 13: Services: The Intangible Product
    SECTION FIVE: Value Capture
    Chapter 14: Pricing Concepts for Establishing Value
    Chapter 15: Strategic Pricing Methods
    SECTION SIX: Value Delivery: Designing the Channel and Supply Chain
    Chapter 16: Supply Chain and Channel Management
    Chapter 17: Retailing and Multichannel Marketing
    SECTION SEVEN: Value Communication
    Chapter 18: Integrated Marketing Communications
    Chapter 19: Advertising, Public Relations, and Sales Promotions
    Chapter 20: Personal Selling and Sales Management



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