It is clear that marketing has changed significantly in the past few decades. So much so, that in the summer of 2004, the American Marketing Association redefined the word “marketing” itself. Grewal/Levy is the first Principles of Marketing text to be written from the ground up using the new definition and its value focus. In keeping with the value theme of the text, the authors met face to face with more than 150 instructors and walked through each chapter of the text and each supplement of the package in order to provide the most current, useful text and package on the market. Other themes that permeate throughout the text are: Services, Ethics, Entrepreneurship, and Global Marketing. Because services marketing and ethics in marketing play such vital roles in marketing practice today, the authors have dedicated an entire chapter to each of these concepts. Leveraging the strength of Babson College’s #1 Entrepreneurial ranking (US News and World report), the authors provide entrepreneurial marketing examples throughout and everywhere it fit, a global marketing example was used to drive a concept home. The authors have also been careful to integrate the 4Ps of Marketing with the overriding value theme.

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Interactive Tour

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