Basic Marketing : A Global-Managerial Approach

The Tenth Canadian Edition of Basic Marketing is all about being "new": The introduction of new marketing management concepts. The introduction of new co-author who is highly in tune with new marketing concepts. The introduction of new CBC video content delivered from web or by videotape. Continuing its high standard of excellence, Basic Marketing offers continued integration of e-marketing, I-marketing, e-business, and e-commerce materials, with a stronger emphasis on integration of concepts into functional areas of marketing.

Stanley J. Shapiro received his A.B. from Harvard and his MBA and Ph.D degrees from the Wharton School of the University of Pennsylvania. His doctoral dissertation was a "politics of distribution" study focusing on the Ontario Hog Producers' Marketing Board. He then taught at Wharton for three years before moving to Montreal to join first, an advertising agency and then a marketing research firm. In 1967, he became an associate professor at the McGill Graduate School of Business. He became a full professor in 1972 and between 1973 and 1978 he was Dean of the McGill Faculty of Management. In 1981, he became a Professor of Marketing at Simon Fraser University where he was also Dean of Business Administration between 1987 and 1997. Dr Shapiro has also been a Visiting Professor at Queen's University, Bentley College and Royal Roads University. Dr. Shapiro is a Past Chair of the Canadian Federation of Deans of Management and Administrative Studies. During his career he has conducted numerous evaluations of BBA, MBA and Ph.D programs at other Canadian universities. He was also a member of a CIDA sponsored Task Force that established close (and still continuing) Federation links with comparable organizations of Deans in South Asia. Dr. Shapiro is also a former editor of the Journal of Macromarketing and was an Editorial Board member of the Journal of Marketing for over thirty years. He currently serves on the Editorial Boards of the Journal of Macromarketing, the Journal of Global Marketing, the International Marketing Review and the Journal of Business Ethics. Dr. Shapiro is a past president of the Montreal chapter of the American Marketing Association and a former National Director of that organization. Also, he is both a Past Governor and a Distinguished Fellow of the Academy of Marketing Science. He has published extensively with subjects ranging from marketing history to the financial dimensions of marketing management. Much of his consulting has been public sector-related including such major projects as the first marketing study ever conducted by Canada Post and active involvement in the Canadian government's Conserver Society initiatives. Between 1987 and 1993, Dr Shapiro was also an elected School Trustee in Burnaby, British Columbia

Ken Wong is a faculty member at Queen’s School of Business, where he has held both teaching and administrative positions. In his last administrative assignment, he was a principal architect of the first full-time degree program in Canada to operate completely outside of government subsidy: a distinction that earned him the cover of Canadian Business in April 1994. (The new Program, the MBA for Science & Technology, has itself been a cover feature: it was named Canada’s Number One MBA in Canadian Business’ annual ratings in five of its first seven years of operation and was rated by Business Week as #2 among non-US MBAs in their 2002 survey) As a teacher, Ken has received numerous awards for his courses in strategic planning, marketing and business strategy. In 1998 Ken won the Financial Post’s Leaders in Management Education award, a lifetime achievement award for his work in undergraduate, MBA, and Executive Development programs. Beyond Queen’s, he has also taught in degree programs at Carleton University, Radcliffe College and Harvard’s Continuing Education Program and in executive programs at York University, University of Toronto, Dalhousie University and the University of Alberta. He is the coauthor of “Basic Marketing”, one of the leading introductory marketing textbooks in Canada. Ken is a frequent speaker and facilitator in conferences and executive development programs around the world. His corporate clients have included: 3M Canada; Alcan; Accelio; Accenture; AT&T (Canada); BC Hydro; Bell Canada; Campbell’s Soup (Canada); Canada Post; TD-Canada Trust; Cara; Cartier Partners; Central Park Lodges; Credit Union Central (Alberta); Credit Union Central (BC); Coast Spas; COGECO; The Co-operators; Dalsa; Dillon Consulting; Dupont; Eagle Human Resources; Empire Financial Group; Equifax Canada; Falconbridge Mines; Farmer’s Credit Canada (FCC); Frito-Lay; General Accident Insurance; General Mills; H.Y. Louie (London Drugs and IGA); Hummingbird; Humpty Dumpty; IFIC; Interac; Jannsen-Ortho; The Johnson Group; Lombard Insurance; Mattel; McCain’s; Mountain Equipment Coop; Microsoft; PBB Global Logistics; Red Lobster; RLG International, Rohm & Haas; Royal-SunAlliance; SaskTel; Scott Paper; St.Joseph’s Printing; Sonoco Products Company; Starbuck’s; Telus; and, Texec. He has also served a variety of public agencies and associations including: Canada Customs and Revenue Agency (CCRA); Canadian Advanced Technology Managers (CATM); Canadian Professional Sales Association; Canadian Poultry and Egg Processors (CPEPC); Canada Mortgage & Housing (CMHC); Communications Canada (CCMD); New Brunswick Department of Economic Development & Tourism; Credit Union Central of Saskatchewan; Canadian Urban Transit Association; Canadian Association of Chemical Distributors (CACD); Canadian Council of Grocery Distributors; Hostex; National Association of Printers & Lithographers; Electro Federeation; North American State & Provincial Lottery Association; Ontario Dairy Council; Attorney General (Ontario); Province of Nova Scotia; Saskatchewan Wheat Pool; and, the North York Board of Education. As a researcher, Ken has worked with the Strategic Planning Institute (Cambridge, MA) and the Conference Board of Canada. He has written for Marketing magazine, the Financial Post and the National Post. His current research focuses on devices that assist organizations in becoming more “market-oriented” and in enhancing their “marketing productivity”. Private corporations which have used Ken as a marketing and strategic planning consultant include: Equifax; Baxter Corporation; Bell Canada; Hoffman-LaRoche; Rohm & Haas; Tremco Products; SRG Software; Sprint Canada; Xerox; General Electric (U.S.); Southmedic; QL Systems; Rx Plus and Sherritt-Gordon. He has also served as a Strategic Advisor to the Ontario Ministry of Education and Training; on various