Marketing, 2nd edition by Dhruv Grewal, Michael Levy, Ajax Persaud, Shirley Lichti

Marketing, 2nd Edition is a comprehensive textbook on marketing principles and practices, designed for students and professionals in business and marketing. It provides a thorough introduction to core marketing concepts, frameworks, and tools used by today’s marketers to understand consumer behavior, create value, and develop effective marketing strategies. The book covers major topics such as analyzing the marketing environment, understanding the marketplace, segmentation and targeting, product development, pricing strategies, distribution and supply chain decisions, and integrated marketing communications. It also includes real-world examples, cases, and insights into contemporary issues like social media and sustainable marketing to help readers apply theory to practice.