Alfred Street (University of Auckland Store)
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M Marketing
Paperback Edition: 8
M: Marketing 8e continues to emphasize that marketing adds value an essential theme woven throughout the print and digital elements through Connect. Marketing continues to evolve as industry strategies and communication are impacted by major factors such as the COVID-19 pandemic, influencer marketing, social responsibility, sustainability, and ethical data collection. This edition explores specific marketing approaches by companies such as IKEA, DoorDash, Telsa, TikTok, Facebook, Hydroflask and Netflix. New innovative products and services, as well as employing new methods and channels are all explored to understand how to reach the customers of today -- especially with Gen Z changing the landscape of marketing.
Throughout the chapters, M: Marketing 8e incorporates Adding Value, Ethical & Societal Dilemma and Social Marketing features into each chapter to reflect the ever-changing landscape. Between 73 new boxed inserts, 17 new chapter openers, new case analysis exercises, marketing analytics toolkit exercises, and new Application-Based Activities, there are plenty of examples and exercises. Keep your course current by subscribing to the Grewal Levy Marketing blog (grewallevymarketing.com), which brings current marketing issues to your class, complete with discussion questions.
Pages : 530
Publisher : McGraw-Hill
Publication date : 2022-06-08
Subjects: Institute, Non-fiction, Business / Law, Economics, Marketing, Economics, University of Auckland, University of Auckland - Semester 1, Business and Economics - Semester 1, MKTG 151 - Essential Marketing