Marketing
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1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
Appendix 2A: Writing a Marketing Plan
3 Analyzing the Marketing Environment
SECTION TWO Understanding the Marketplace
4 Consumer Behaviour
5 Business-to-Business Marketing
SECTION THREE Targeting the Marketplace
6 Segmentation, Targeting, and Positioning
7 Marketing Research
Appendix 7A: Using Secondary Data to Assess Customer Lifetime Value (CLV)
SECTION FOUR Value Creation
8 Developing New Products
9 Product, Branding, and Packaging Decisions
10 Services: The Intangible Product
SECTION FIVE Transacting Value
11 Pricing Concepts and Strategies: Establishing Value
SECTION SIX Value Delivery: Designing the Distribution Channel and Supply Chain
12 Distribution Channels
13 Retailing and Omnichannel Marketing
SECTION SEVEN Value Communication
14 Integrated Marketing Communications
Appendix 14A: Social and Mobile Media
15 Advertising, Sales Promotions, and Personal Selling
SECTION EIGHT Marketing in the Global Environment
16 Global Marketing
17 Ethics and Socially Responsible Marketing
The Sixth Canadian Edition focuses on the core concepts and tools that marketers use to create value for customers while examining new trends that have emerged from the Covid-19 pandemic, which have affected how businesses go to market and build those important relationships. As signified by the cover image, marketers today need to be more agile than ever and this new theme surfaces through numerous stories and examples throughout the textbook.
Current and engaging Canadian examples integrated throughout the text further define how companies and successful entrepreneurs create value for customers through branding, packaging, pricing, retailing, service, and advertising.
Accompanied by McGraw Hill Connect with SmartBook, our highly reliable course management and learning solution that enhances your unique voice and teaching style. This digital package is powered by personalization, leveraging adaptive technologies and applied simulations so students may learn more efficiently, retain more key information, and achieve better outcomes.
New To This Edition. Special attention was given to the COVID-19 pandemic and its impact on marketing in numerous industries. The pandemic affected businesses in unprecedented ways, which called for marketers to be more agile than ever. Agility emerged as a key theme in this revision as chapters were updated to include current, relevant discussion and examples of how companies were forced to adapt.
New & Updated Content Coverage. Changes resulting from COVID-19 were woven into almost every chapter to examine how: consumer behaviours shifted, new target markets were identified, pricing strategies pivoted, new products and services emerged, distribution channels were re-examined especially considering supply chain issues, and advertising and promotions continued to shift to digital media with a greater focus on value.
Updated Entrepreneurial Marketing. Entrepreneurial Marketing continues to be an important feature of this textbook woven into each chapter with Entrepreneurial Marketing boxes. There are eight new Entrepreneurial Marketing boxes in the Sixth Canadian Edition plus numerous examples of new ventures, many of which launched during the pandemic. Some did well, while others were short-lived - students can learn just as much from a business that didn't make it as the ones that were successful.
Recognizing Diversity. Marketing Sixth Canadian Edition is updated with fresh examples and images to reflect the diverse population that makes up Canada. The revision focused on creating a resource that all Canadian students can see themselves in, and international students can relate to as well.
New Coverage on Ethical Issues. The Sixth Canadian Edition contains 13 new Ethical & Societal Dilemma boxes.
New Running Case. Available in Connect, a new continuous case featuring Flow, a cutting-edge Blockchain Technology company, allows students to apply concepts from each chapter in a way that facilitates making important links between concepts.
New Application-Based Activities. NEW topic coverage including social media, ethics, and digital marketing. These auto-graded simulations help students immerse themselves in a business environment, analyze the situation, and apply their knowledge about business strategies to real-world business situations.
Writing Assignments. The Writing Assignment tool delivers a learning experience to help students improve their written communication skills and conceptual understanding. As an instructor you can assign, monitor, grade, and provide feedback on writing more efficiently and effectively. NEW features include peer review capability and the option of ready-to-use writing prompts (with pre-set grading rubrics).
New Connect Interface. Featuring significant improvements to instructor workflows in Connect, with new features designed to make course management easier:
- NEW! Add Co-Instructors to a Section. Instructors can easily add additional instructors to any section.
- Updated Section Dashboard. The redesigned section dashboard surfaces important information about student performance and assignments without additional clicks.
- NEW! Optimized for Mobile and More Accessibility. Automatic resizing of screen for tablets and smart phones. New pages are screen reader compatible, keyboard navigable, and have up to 400% magnification.
- NEW! Assignments Tab. Provides a clean interface with the ability to view important assignment information without additional clicks. Quickly view information such as assignment types, proctored assignments, and assignments that require manual grading.
Value Theme. Grewal Marketing focuses on the core concepts and tools that help marketers create value for customers. Integrated throughout the text, numerous examples define how companies create value for customers through branding, packaging, pricing, retailing, service, and advertising.
Unique Entrepreneurial Outlook. An entrepreneurial spirit pervades most marketing innovations and is necessary to keep firms growing and healthy. Recognizing that Canada's unique business landscape is mainly comprised of small businesses, Grewal Marketing nurtures students' entrepreneurial spirit with examples of young entrepreneurial firms and successful entrepreneurs in their own marketing journeys. There is at least one Entrepreneurial Marketing boxed feature in each chapter.
Ethics And Socially Responsible Marketing Coverage. Grewal Marketing provides rich illustrations of corporate responsibility. Each chapter contains an Ethical & Societal Dilemma box along with end-of-chapter discussion questions that encourage students to consider and evaluate each situation.
Sustainability Coverage. Sustainable Marketing boxes integrated throughout the Grewal text encourage students to consider the environmental concerns that marketers face in bringing new products and services to the market.
Marketing Analytics. As the need for data analytics skills continues to emerge in all functions of business, Grewal's Marketing Analytics boxes highlight companies that rely on sophisticated data analytics to define and refine their approaches to their customers and their markets. Exercises in Connect provide an opportunity to introduce students to marketing analytics in practice.
Market Driven Authorship. Canadian author Shirley Lichti brings award winning teaching and business experience to the Grewal Marketing 6th Canadian edition. US authors Dhruv Grewal and Michael Levy have published numerous articles in several leading journals including the Journal of Marketing, and have both been recognized with teaching excellence awards.
Outstanding Technology. Connect is an award-winning digital teaching and learning solution that empowers students to achieve better outcomes and enables instructors to improve efficiency with course management.
Continuously Updated Blog. With the Grewal/Levy Marketing Newsletter you always have something new to share with your class. This popular blog is updated several times a week with relevant news articles, videos, and podcasts - complete with discussion questions to engage your students. You can subscribe to the blog at https://grewallevymarketing.com/ to receive updates in your email inbox.
McGraw-Hill Connect is an award-winning digital teaching and learning solution that empowers students to achieve better outcomes and enables instructors to improve course management efficiency.
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Assignments & Automatic Grading
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Monitor progress and improve focus with Connect’s visual and actionable dashboards. Reports are available to empower both instructors and students with real-time performance analytics.
Seamless Integration
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