Marketing: An Introduction, 6th Canadian Edition
- Length: 737 pages
- Edition: 1
- Language: English
- Publisher: Pearson Canada
- Publication Date: 2016
- ISBN-10: 0134095804
- ISBN-13: 9780134095806
- Sales Rank: #3580367 (See Top 100 Books)
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.
PACKAGE CONTENTS:
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 Company 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 Information To Gain Customer Insights
Chapter 6 Understanding Consumer And Business 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 Sales Promotion
Chapter 15 Direct, Online, Social Media, And Mobile 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
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