Marketing, 3rd Edition
Grewal, Levy, Mathews, Harrigan, Bucic, Kopanidis
Print ISBN: 9781760423889 eBook ISBN: 9781760423919
Marketing 3e brings marketing fundamentals in line with new marketing realities.
The third edition is designed to show students how organisations can create, deliver and capture value for customers, and how value can be used as a tool to build lasting customer relationships.
Exploring both fundamental concepts and new marketing strategies and tactics, Grewal’s Marketing continues to evolve as the marketing function does. Covering topics like social media, marketing analytics and ethics, both individually and integrated throughout, the new edition illustrates how these areas now cross all aspects of marketing.
Every chapter is packed with up-to-date vignettes, case studies and example boxes that both illustrate and complement the theory with real, recognisable businesses and people.
What's new
New & Updated Content
- New Case Studies and vignettes provide opportunities for discussion and analysis around real scenarios and allow students to apply their knowledge of marketing theory, as well as develop analytical and critical thinking skills.
- Fully revised Check Yourself and Quiz questions at the end of each chapter, as well as Marketing Applications and Summing Up of key concepts, help students to both check their understanding and apply what they have learnt.
Revised Pedagogy
- A visual chapter Concept Map links key theoretical points of each topic.
- Adding Value boxes show how companies add value, not only by providing products and services, but in contribution to society.
- Social Media & Mobile Marketing boxes show how to use social media to market real products.
- Superior Service features highlight the emerging role of the service industries.
About the Australian authors
Tania Bucic
Tania Bucic is Associate Professor in the School of Marketing at the University of New South Wales. As a Scientia Education Fellow, she is passionate about teaching and has distinguished herself by winning a string of teaching-related accolades at faculty, university, national and international levels. For example, Tania received the 2019 Ivey Publishing Global Best Seller for her case business studies, the 2018 Marketing Management Association's Master Teacher Award (USA), a Citation for Outstanding Contribution to Student Learning, from the Australian Office of Learning and Teaching. In addition, Tania has published in various scholarly journals including Industrial Marketing Management, Journal of Business Ethics, Journal of Marketing Education, Journal of Strategic Marketing, Australian Journal of Management, Journal of Services Marketing, International Journal of Innovation Management and others. Tania is a former President of the Australian and New Zealand Marketing Academy.
Foula Kopanidis
Foula Kopanidis is an Associate Professor with RMIT University’s College of Business, School of Economics, Finance and Marketing and is the Postgraduate Course Coordinator of Consumer Behaviour. Her teaching and research expertise areas include consumer behaviour, selection behaviour, choice criteria, education and marketing. Her teaching excellence has been recognised at a College, University and national level with a Citation for Outstanding Contribution to Student Learning from the Australian Office of Learning and Teaching. She was recently awarded Fellow of the Higher Education Academy (UK).
Foula's research is anchored across the three disciplines of marketing, education and psychology. Foula has recent publications in the journals of Education + Training, Higher Education, Research and Development, Higher Education Policy and Management, Women & Aging, and Journal of Services Marketing and is also a co-author of McGraw Hill Education’s publication Consumer Behaviour 7e. She is active in research and is currently supervising PhD students. Prior to her fifteen years in academia, Foula worked as a market researcher and consultant.
Dr Shane Mathews
Dr Shane Mathews is an Associate Professor in the School of Advertising, Marketing and Public Relations, QUT Business School. Shane has more than 20 years of experience in the marketing profession both domestic and international. He has teaching experience from undergraduate to executive education in marketing and international business and has won several awards for teaching excellence. Shane’s research investigates digitalisation: the internet's impact on digital marketing such as digital branding, firm digital marketing capabilities, virtual social networks and the broader implications of digital marketing and international marketing.
Shane has published articles in many marketing journals, including the Journal of Business Research, International Marketing Review, International Business Review, Journal of Marketing Management, Journal of Strategic Marketing, Journal of Marketing Communications, International Journal of Tourism Research, Australasian Marketing Journal and Educational Research.
Paul Harrigan
Paul Harrigan is an Associate Professor of Marketing at The University of Western Australia. He has been at UWA since 2012. Before this, he was a Lecturer in Marketing at the University of Southampton in the UK from 2008-2012. He is also an Adjunct Professor at IESEG School of Management in France. He received his PhD from Ulster University in the UK in 2008.
Paul's research expertise is in digital marketing, specifically social media marketing. He has published his research in over 40 international journal articles and books, presented it at over 30 international conferences, and supervised many research students. His teaching focus is on digital marketing, where he delivers and coordinates undergraduate, postgraduate, and executive courses internationally. More broadly, he is a member of the ANZMAC executive committee, serving as Vice President and responsible for their digital marketing. He is also an Associate Editor at the Journal of Marketing Management, and on the editorial board of the Journal of Interactive Advertising. He consults with industry and regularly engages with the media on issues around digital marketing.
Transform learning with adaptive online course materials that prepare students for real-world business challenges
Transform learning: boost grades, stimulate engagement and deliver an amazing course
Our adaptive-learning platform Connect guides students’ learning throughout their course and assesses their grasp of important concepts.
Student progress is recorded and available as a series of detailed metrics and powerful insights. This allows you to see areas of difficulty, so you can intervene and ensure every student reaches their learning goal.
Within Connect you can assign video cases featuring real companies to help students analyse and apply key marketing concepts.
Each video is followed by a series of assignable assessment questions tied to the course learning objectives.
Application-Based Activities (ABAs) are immersive, online simulations that provide students with valuable practice using problem solving skills to apply their knowledge to realistic scenarios.
They put students in the role of a Marketing Manager, allowing them to practice analysing sales results, refining promotional strategies and more.
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