Marketing
8th Edition
9378526055
·
9789378526053
© 2026 | Published: May 22, 2026
About the Book:Marketing 8e has been designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers. The eighth edition represents the a…
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SECTION 1: ASSESSING THE MARKETPLACE
Chapter 1: Overview Of Marketing
Chapter 2: Developing Marketing Strategies And A Marketing Plan
Chapter 3: Digital Marketing: Online, Social, And Mobile
Chapter 4: Conscious Marketing, Corporate Social Responsibility, And Ethics
Chapter 5: Analyzing The Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
Chapter 6: Consumer Behavior
Chapter 7: Business-To-Business Marketing
Chapter 8: Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
Chapter 9: Segmentation, Targeting, And Positioning
Chapter 10: Marketing Research And Analytics
SECTION 4: VALUE CREATION
Chapter 11: Product, Branding, And Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product
SECTION 5: VALUE CAPTURE
Chapter 14: Pricing Concepts For Capturing Value
Chapter 15: Strategic Pricing Methods And Tactics
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
Chapter 16: Supply Chain And Channel Management
Chapter 17: Retailing And Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
Chapter 18: Integrated Marketing Communications
Chapter 19: Advertising, Public Relations, And Sales Promotions
Chapter 20: Personal Selling And Sales Management
Chapter 1: Overview Of Marketing
Chapter 2: Developing Marketing Strategies And A Marketing Plan
Chapter 3: Digital Marketing: Online, Social, And Mobile
Chapter 4: Conscious Marketing, Corporate Social Responsibility, And Ethics
Chapter 5: Analyzing The Marketing Environment
SECTION 2: UNDERSTANDING THE MARKETPLACE
Chapter 6: Consumer Behavior
Chapter 7: Business-To-Business Marketing
Chapter 8: Global Marketing
SECTION 3: TARGETING THE MARKETPLACE
Chapter 9: Segmentation, Targeting, And Positioning
Chapter 10: Marketing Research And Analytics
SECTION 4: VALUE CREATION
Chapter 11: Product, Branding, And Packaging Decisions
Chapter 12: Developing New Products
Chapter 13: Services: The Intangible Product
SECTION 5: VALUE CAPTURE
Chapter 14: Pricing Concepts For Capturing Value
Chapter 15: Strategic Pricing Methods And Tactics
SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
Chapter 16: Supply Chain And Channel Management
Chapter 17: Retailing And Omnichannel Marketing
SECTION 7: VALUE COMMUNICATION
Chapter 18: Integrated Marketing Communications
Chapter 19: Advertising, Public Relations, And Sales Promotions
Chapter 20: Personal Selling And Sales Management
About the Book:
Marketing 8e has been designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers. The eighth edition represents the authors’ most extensive revision to date, exploring both fundamentals and new marketing influencers such as digital, social and mobile marketing, marketing analytics, and the psychological influencer on consumer behaviour. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.
Key Features:
• Meticulously organised around the 4Ps, with 20 chapters that break down marketing into specific, manageable functional areas (e.g., separate chapters for Pricing Tactics vs. Pricing Concepts)
• Unlike many texts that treat digital as an afterthought, Grewal introduces Digital Marketing (Social and Mobile) in Chapter 3, establishing it as a core pillar before moving into consumer behaviour.
• Integrates Ethics and Corporate Social Responsibility (CSR) early in the text, framing it as a strategic mindset rather than a compliance requirement.
• Focuses on Marketing Analytics: Feature companies that rely on sophisticated data analytics to define and refine their approaches to their customers and markets.
Marketing 8e has been designed to show today’s social and digital students how marketing adds value and how firms maintain and rely on value for establishing lasting relationships with customers. The eighth edition represents the authors’ most extensive revision to date, exploring both fundamentals and new marketing influencers such as digital, social and mobile marketing, marketing analytics, and the psychological influencer on consumer behaviour. Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors.
Key Features:
• Meticulously organised around the 4Ps, with 20 chapters that break down marketing into specific, manageable functional areas (e.g., separate chapters for Pricing Tactics vs. Pricing Concepts)
• Unlike many texts that treat digital as an afterthought, Grewal introduces Digital Marketing (Social and Mobile) in Chapter 3, establishing it as a core pillar before moving into consumer behaviour.
• Integrates Ethics and Corporate Social Responsibility (CSR) early in the text, framing it as a strategic mindset rather than a compliance requirement.
• Focuses on Marketing Analytics: Feature companies that rely on sophisticated data analytics to define and refine their approaches to their customers and markets.