MARKETING EIGHTH EDITION

Marketing was 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 today, exploring both fundamentals and new marketing influencers such as digital, social and mobile marketing, marketing analytics, and the psychology influencer on consumer behavior.  Written in an engaging, highly visual format with up-to-date examples throughout for today's mobile and modern students and instructors. 

Accompanied by McGraw Hill Connect® with SmartBook® 2.0, our highly reliable, digital teaching and learning solution that embeds learning science and award-winning adaptive tools to improve student results as well as a robust suite of instructor resources and a regularly updated author blog. 

Dhruv Grewal (PhD, Virginia Tech) is the Toyota Chair in Commerce and Electronic Business and a Professor of Marketing at Babson College. His research and teaching interests focus on direct marketing and e-commerce, marketing research, the broad areas of value-based market-ing strategies, services and retailing, and pricing. He is listed in The World’s Most Influential Scientific Minds, Thompson Reuters 2014, Clarivate™ Highly Cited Researcher 2020 list, 2021 list, and the 2022 list. He is a GSBE Extramural Fellow, Maastricht University and has been an Honorary Distinguished Visiting Professor of Retailing and Marketing, Tecnológico de Monterrey, a Global Chair in Marketing at the University of Bath, an Honorary Distinguished Visiting Professor of Retailing and Marketing, Center for Retailing, Stockholm School of Economics, and a Visiting Scholar at Dartmouth. He has also served as a faculty member at the University of Miami, where he also was a department chair.


Professor Grewal has published over 200 journal articles. He has over 85,000 citations based on Google Scholar. He currently serves on numerous editorial review boards, such as Journal of Marketing (area editor), Journal of the Academy of Marketing Science (area editor), Journal of Business Research, and Journal of Public Policy & Marketing (AE), and the advisory board for Journal of Retailing. He has also served on numerous boards, such as Journal of Marketing Research (AE), Journal of Consumer Psychology, and Journal of World Business. He also received Best Reviewer Awards (Journal of Retailing 2008, Journal of Marketing 2014), Outstanding Area Editor (Journal of Marketing 2017, Journal of the Academy of Marketing Science 2016, 2023), Distinguished Service Award (Journal of Retailing 2009), and 2022 Outstanding Advisory Board Member (Journal of Retailing).


He is a 2022 AMA Fellow, and has been awarded the 2023 AMA RAP SIG's Service Award, 2020 (Inaugural) Bala Iyer Award for Lifetime Achievement in Scholarship (Babson College), 2017 Robert B. Clarke Outstanding Educator Award (Marketing Edge, formerly DMEF), 2013 university-wide Distinguished Graduate Alumnus from his alma mater Virginia Tech; the 2012 Lifetime Achievement Award in Pricing (AMA RAPSIG); the 2010 Lifetime Achievement Award in Retailing (AMA Retailing SIG); the 2005 Lifetime Achievement in Behavioral Pricing Award (Fordham University); and the 2010 Academy of Marketing Science Cutco/Vector Distinguished Educator Award. He is a Distinguished Fellow of the Academy of Marketing Science. He has served as VP Research and Conferences, AMA Academic Council (1999–2001, 2020-2023) and as VP Development for the Academy of Marketing Science (2000–2002). He was coeditor of Journal of Retailing (2001–2007). 


Professor Grewal has won many awards for his teaching: 2005 Sherwin-Williams Distinguished Teaching Award, Society for Marketing Advances; 2003 AMA Award for Innovative Excellence in Marketing Education; 1999 Academy of Marketing Science Great Teachers in Marketing Award; Executive MBA Teaching Excellence Award (1998); School of Business Teaching Excellence Awards (1993, 1999); and Virginia Tech Certificate of Recognition for Outstanding Teaching (1989). He has mentored numerous doctoral students and young faculty and was awarded the 2021 AMA Retail & Pricing SIG's Mentorship Award.


He has taught executive seminars/courses and/or worked on research projects with numerous firms such as Dell, Exxon¬Mobil, IRI, RadioShack, Telcordia, Khimetrics Profit-Logic, McKinsey, Ericsson, Motorola, Nextel, FP&L, Lucent, Sabre, Goodyear Tire & Rubber Company, Sherwin-Williams, and Asahi. He has delivered seminars in the United States, Europe, Latin America, and Asia and has served as an expert witness or worked as a consultant on numerous legal cases. Professor Grewal has also served on the Board of Directors of Babson Global and on the Board of Trustees of Marketing Edge.


Michael Levy, PhD (Ohio State University), is the Charles Clarke Reynolds Professor of Marketing Emeritus at Babson College and Distinguished Scholar in Residence, Daniels College of Business, University of Denver. He received his PhD in business administration from Ohio State University and his undergraduate and MS degrees in business administration from the University of Colorado at Boulder. He taught at Southern Methodist University before joining the faculty as professor and chair of the marketing department at the University of Miami. 

Professor Levy received the inaugural ACRA Academic Lifetime Achievement Award presented at the 2015 AMA/ACRA (American Marketing Association/American Collegiate Retailing Association) Triennial Conference and was recognized for 25 years of dedicated service to the editorial review board of the Journal of Retailing in 2011. He won the McGraw-Hill Corporate Achievement Award for Grewal–Levy Marketing 2e with Connect in the category of excellence in content and analytics (2010); Revision of the Year for Marketing 2e (Grewal–Levy) from McGraw-Hill/Irwin (2010); the 2009 Lifetime Achievement Award, American Marketing Association, Retailing Special Interest Group (SIG); the Babson Faculty Scholarship Award (2009); and the Distinguished Service Award, Journal of Retailing (2009) (at winter AMA). 

He was rated as one of the best researchers in marketing in a survey published in Marketing Educator (Summer 1997). He has developed a strong stream of research in retailing, business logistics, financial retailing strategy, pricing, and sales management. He has published over 50 articles in leading marketing and logistics journals, including the Journal of Retailing, Journal of Marketing, Journal of the Academy of Marketing Science, and Journal of Marketing Research. He has served on the editorial review boards of the Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Physical Distribution and Materials Management, International Journal of Business Logistics, ECR Journal, and European Business Review, and has been on the editorial advisory boards of European Retail Research and European Business Review. He is coauthor of Marketing 8e (2020). Professor Levy was coeditor of the Journal of Retailing from 2001 to 2007. He cochaired the 1993 Academy of Marketing Science conference and the 2006 summer AMA conference. 

Professor Levy has worked in retailing and related disciplines throughout his professional life. Prior to his academic career, he worked for several retailers and a housewares distributor in Colorado. He has performed research projects with many retailers and retail technology firms, including Accenture, Federated Department Stores, Khimetrics (SAP), Mervyn’s, Neiman Marcus, ProfitLogic (Oracle), Zale Corporation, and numerous law firms.