Canadian Marketing in Action

Canadian Marketing in Action

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Appropriate for Introductory Marketing courses at the college or university level. Canadian Marketing in Action provides a careful balance between theory and practice and presents material in a clear, concise style and readable format that students appreciate. It also meets the needs of faculty who face the pressures of time and reduced course hours allocated to introductory marketing courses.
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Product details

  • Paperback | 607 pages
  • 200.66 x 248.92 x 22.86mm | 1,088.62g
  • Prentice-Hall (Canada)
  • Scarborough, Canada
  • 6th edition
  • 0131200917
  • 9780131200913

Table of contents

I. MARKETING TODAY. 1. Contemporary Marketing. 2. Marketing Environments. II. INPUTS FOR MARKETING PLANNING. 3. Marketing Research. 4. Consumer Buying Behaviour. 5. Business-to-Business Marketing and Organizational Buying Behaviour. III. MARKETING PLANNING. 6. Marketing Segmentation and Target Marketing. 7. Strategic Marketing Planning. IV. PRODUCT. 8. Product Strategy. 9. Product Management. V. PRICE. 10. Price Strategy. 11. Price Management. VI. DISTRIBUTION. 12. Distribution Channels and Physical Distribution. 13. Wholesaling and Retailing. VII. INTEGRATED MARKETING COMMUNICATIONS. 14. IMC: Advertising and Public Relations. 15. Direct Response and Interactive Communications. 16. Sales Promotion, Personal Selling and Event Marketing. VIII. EMERGING DIRECTIONS IN MARKETING. 17. Internet-Marketing. 18. Services and Not-for-Profit Marketing. 19. Global Marketing. Appendix A: The Financial Implications of Marketing Practices. Case List. Glossary. Index.
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