Marketing: An Introduction Sixth Canadian Edition

About this book

The sixth Canadian edition of Marketing: An Introduction makes learning and teaching marketing more effective easier and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. Students will see how customer valuecreating it and capturing itdrives every good marketing strategy. KEY TOPICS: Marketing: Creating and Capturing Customer Value; Company and Marketing Strategy: Partnering to Build Customer Relationships; Sustainable Marketing Social Responsibility and Ethics; Analyzing the Marketing Environment; Managing Marketing Information to Gain Customer Insights; Understanding Consumer and Business Buyer Behaviour; Segmentation Targeting and Positioning; Developing and Managing Products and Services; Brand Strategy and Management; Pricing: Understanding and Capturing Customer Value; Marketing Channels; Retailing and Wholesaling NEW; Communicating Customer Value: Advertising and Public Relations; Personal Selling and Sales Promotion; Direct Online Social Media and Mobile Marketing; The Global Marketplace NEW MARKET: This text is appropriate for marketing majors in a one-semester course in both 4-year and 2-year institutions.