Marketing: An Introduction, Updated Sixth Canadian Edition with Integrated B2B Case,

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 value―creating it and capturing it―drives 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.