2018BEC_FlipBooks

2018_FlipBook_Grewal_Marketing 7e

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2 Marketing Welcome to this sneak peek of Marketing, 7th edition! Hello & Welcome We are very excited about the publication of this edition, as it is our most extensive revision to date. Marketing 7e continues to emphasize that marketing adds value, an essential theme woven throughout. Maintaining tradition, our seventh edition cover reflects a product that exemplifies the theme of marketing adding value: meal replacement bars! The meal replacement bar industry and associated products are consistently reinforced in Chapter One's opener, Chapter One's case study where Kind Bars are featured, and via a new assignable marketing video featuring GFB, Gluten Free Bars. 2019 is an exciting time to study marketing! Marketing continues to change and evolve, featuring new innovative products and services, as well as employing new methods and channels by which we understand and reach customers. Marketing, 7e reflects this evolution with substantive revisions, new sections, and new models. Every fact and exhibit have been checked and updated where appropriate. 85% of the chapter openers are new, 60% of the informational boxes are new, and 25% of the end-of-chapter cases are new. Here are just a few of our favorite updates: In keeping with the ever-increasing importance of digital marketing, we have done a complete overhaul of Chapter three, now entitled "Digital Marketing: Online, Social, and Mobile." Aside from introducing new boxed features throughout, we include a new section entitled "The 7C Framework for Online Marketing" that discusses seven critical elements to consider when devising an online marketing strategy. Chapter 5, "Analyzing the Marketing Environment," has also undergone a significant revision. There are new boxed features and a new end-of-chapter case on the rise of the electric car. We've also introduced a new section describing how the physical environment of the store effects the immediate marketing environment. The Social Trends section now includes content about sustainability, the utilization and distribution of food, and technological advances and their influence on the marketing environment. Chapter 6, "Consumer Behavior," also includes several important new sections. In the noncompensatory decision rule section, we now discuss choice architecture, nudges, defaults, and opt out and opt in. The Learning subsection of Psychological Factors has been changed to Learning and Memory, which features content on the information encoding stage, information storage stage, and the retrieval stage of memory. The Situational Factors section now includes information on the sensory situation, which highlights how the five senses affect marketing. Connect, McGraw-Hill Education's highly reliable, award-winning, digital teaching and learning solution has been updated with new content to reflect our updates and trends and meet the evolving needs of students and instructors. Eight new video cases have been added, as well as new Marketing Analytics Toolkit exercises and a brand-new Marketing Video Library, which will be updated monthly. These updates, our substantial instructor supplements package, along with our regularly updated author blog are all intended to ensure currency, relevancy and support to instructors teaching in all course modalities. Dhruv Grewal Babson College Michael Levy Babson College We hope you will enjoy this preview of Marketing 7e. Thank you for your consideration.

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