2018BEC_FlipBooks

2018_FlipBook_Grewal_M Marketing_6e

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2 Marketing Message from the Authors Welcome to this sneak peek of M: Marketing, 6th edition! Hello! The newest edition continues to emphasize that marketing adds value, an essential theme woven throughout M: Marketing. Even the best products and services will go unsold if marketers cannot communicate their value. And by establishing strong brands and cultivating loyal customers, manufacturers and retailers can command higher prices, and therefore achieve higher sales and profits than their less insightful and effective competitors. 2018 is an exciting time to be a marketer! 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. M: Marketing, 6e reflects this evolution. For example, we have expanded our coverage of social and mobile marketing as well as marketing analytics with exciting new boxed inserts and examples throughout. We have also introduced a new, more comprehensive concept, conscious marketing, into Chapter 4, now accordingly entitled, "Conscious Marketing, Corporate Social Responsibility, and Ethics." Connect, McGraw-Hill's highly reliable, award-winning digital teaching and learning solution has been updated with new content to reflect our updates and trends. In addition, we realize that marketing is taught in a variety of formats and modalities so we have improved our comprehensive, supplemental package to support instructors teaching in all types of courses. Dhruv Grewal Babson College Michael Levy Babson College We hope you will enjoy this preview of the M: Marketing 6e. Please click here to view a short thank you video from the authors. Best,

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