It is clear that marketing has changed significantly in the past few decades. So much so that in 2004 and again in 2007, the American Marketing Association redefined the word 'marketing' itself. Grewal/Levy wrote the first 'Principles of Marketing' text from the ground up using the new definition and its value focus. In keeping with the value ...
In "Marketing Research," the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To ...
Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word "Marketing," making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. "Marketing" and its supplementary package was built from scratch by focusing on ...
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