Marketing: An Introduction, 6th Canadian Edition

Book Description

The sixth Canadian edition of : An Introduction makes learning and teaching 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 strategy.


0134470524 / 9780134470528 Marketing: An Introduction, Sixth Canadian Edition Plus MyMarketingLab with Pearson eText -- Access Card Package

0134095804 / 9780134095806 Marketing: An Introduction, Sixth Canadian Edition

0134300874 / 9780134300870 MyMarketingLab with Pearson eText -- Valuepack Access Card -- for Marketing: An Introduction, Sixth Canadian Edition

Table of Contents

PART 1 Defining Marketing and the Marketing Process
Chapter 1 Marketing: Creating And Capturing Customer Value
Chapter 2 And Marketing Strategy: Partnering To Build Customer Relationships
Chapter 3 Sustainable Marketing, Social Responsibility, And Ethics

PART 2 Understanding the Marketplace and Consumers
Chapter 4 Analyzing The Marketing Environment
Chapter 5 Managing Marketing To Gain Customer Insights
Chapter 6 Understanding Consumer And Buyer Behaviour

PART 3 Designing a Customer-Driven Marketing Strategy and Marketing Mix
Chapter 7 Segmentation, Targeting, And Positioning
Chapter 8 Developing And Managing Products And Services
Chapter 9 Brand Strategy And Management
Chapter 10 Pricing: Understanding And Capturing Customer Value
Chapter 11 Marketing Channels
Chapter 12 Retailing And Wholesaling
Chapter 13 Communicating Customer Value: Advertising And Public Relations
Chapter 14 Personal Selling And Promotion
Chapter 15 Direct, Online, Social Media, And Marketing
Chapter 16 The Global Marketplace

Appendix 1: General Company Information: Boston Pizza
Appendix 2: Abbreviated Sample Marketing Plan: Boston Pizza
Appendix 3: Marketing by the Numbers

Book Details

  • Title: Marketing: An Introduction, 6th Canadian Edition
  • Author:
  • Edition: 1
  • Language: English
  • Publisher:
  • Publication Date: 2016
  • ISBN-10: 0134095804
  • ISBN-13: 9780134095806
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