• Grewal/Levy is the first new principles of marketing text written from the ground up using the AMA’s new definition of marketing, making it the most current text on the market.

• The Main themes of the text include, Value, Services, Global Marketing, Ethics and Entrepreneurship.

• Coverage of Ethics. Ethics has its own chapter (Ch. 3), plus boxed inserts called “Ethical Dilemmas” and end of chapter applications.

• Coverage of Services. An entire chapter (Ch. 12) is dedicated to services marketing. The remaining chapters of the text are peppered with many services examples as well.

• Interactive Student Toolkit. Experiential Learning and Assessment have become increasingly important components in a Principles of Marketing course.
• Experiential Learning - Many instructors feel that students complete Principles of Marketing with a list of definitions and some interesting stories, but without learning how to do any marketing. The Interactive Student Toolkit provides students with a hands on experience in working with the concepts of marketing.
• AACSB accreditation now requires instructors to demonstrate that students have truly learned the concepts taught in the text. These new “assurance of learning” criteria require that instructors assess students in new ways to be able to document that a student learned concepts taught in a course, beyond providing results on multiple choice quizzes and exams. Using the Interactive Student Toolkit is an excellent way to demonstrate that students have internalized the concepts taught in the Principles of Marketing course.

The following concepts contain tools within the Interactive Student Toolkit:

• Ch. 2-SWOT Analysis
• Ch. 5-Compensatory vs. Non-compensatory Consumer Decision Making
• Ch. 6-Vendor Evaluation Analysis
• Ch. 8-Market Positioning Map
• Ch. 12-Service Quality
• Ch. 16-Break-even Analysis
• Ch. 18-Developing an Advertisement

• End of Chapter Material includes:
• Chapter Summary
• Key Terms
• Marketing Application Exercises - Beyond standard "list and describe" questions, students are required to apply what they learned in the chapter.
• Net Savvy Exercises - Direct students to the Internet to do reading/research before answering thoughtful questions.
• Interactive Student Toolkit - Found in chapters containing a tool from the Interactive Student Toolkit, this section introduces the tool and lays out the scenario for the student.

• Marketer’s Showdown: Offering more experiential learning opportunities, this online, interactive video case program, puts students in the middle of dynamic marketing strategy decision-making with real marketers. Nine cases focus on up-to-the-minute issues in the music, automotive, and soft drink industries. Within Marketer’s Showdown cases, students will be able to analyze the marketing problem, choose a proposed solution, and then watch their proposal debated by marketing professionals. After the debate, students have the opportunity to change their plan or stick to their guns, then see the outcome of their decisions. As in real marketing situations, not every good marketing decision leads to a good outcome! Marketer's Showdown can be accessed with a passcode bundled with the textbook or by purchasing it online through the Online Learning Center. www.mhhe.com/grewal-levy