Includes bibliographical references and index.

Section 1: Assessing the marketplace
Section 2: understanding the marketplace
Section 3: Targeting the marketplace
Section 4: Value creation
Section 5: Value capture
Section 6: Value Delivery

Marketing by Dhruv Grewal and Michael Levy provides a comprehensive introduction to the principles and practices of modern marketing. The book explains marketing as a customer-centered process of creating, communicating, delivering, and exchanging value to satisfy customer needs while achieving organizational objectives. It emphasizes that successful marketing goes beyond selling products by focusing on building long-term customer relationships, understanding consumer behavior, and developing strategies that create competitive advantage.
The text covers the core elements of marketing, including strategic planning, market research, segmentation, targeting, positioning, product development, branding, pricing, distribution, and integrated marketing communications. It also explores the influence of ethical decision-making, corporate social responsibility, globalization, and digital technologies on marketing practice. Throughout the book, practical examples and real-world case studies demonstrate how organizations apply marketing concepts to solve business challenges and respond to changing market conditions.
Overall, the book highlights that effective marketing is driven by a deep understanding of customers and the ability to deliver superior value. It serves as a valuable resource for students, educators, and business professionals seeking a solid foundation in marketing theory and its practical application in today's dynamic business environment.