Marketing: An Introduction

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.

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