by Dhruv Grewal, Michael Levy · McGraw-Hill Education · tapa dura · ISBN 9780077729028
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«Marketing» is the marketing textbook by Dhruv Grewal and Michael Levy, published by McGraw-Hill Education in hardcover (736 pages, in English).
Reference work that examines marketing as the process by which companies study the market, design offers, distribute and communicate them to generate value, combining classical theory with current issues such as social media and ethics. Includes cases and activities aimed at applying the concepts.
Corresponds to the fifth edition, published in 2015. In some sources it appears as 'Marketing - Standalone book'.
Aimed at university students of marketing and business, as well as professionals seeking an updated view of the discipline.
