Canadian Marketing in Action

Canadian Marketing in Action

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Appropriate for Introductory Marketing courses at the college or university level. At university level, this text is particularly suitable for non-majors or where marketing has been designated as a general education course. The fifth edition of this text is revised to emphasize the use of technology, especially E-Marketing. Key improvements include extensive updating, the new comprehensive E-Marketing chapter, and added emphasis on Integrated Marketing Communications. This edition maintains the practical, student-oriented approach to marketing theory and practice, which has made previous editions so popular.
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Product details

  • Paperback | 560 pages
  • 148.6 x 214.1 x 18.5mm | 358.34g
  • Prentice-Hall (Canada)
  • Scarborough, Canada
  • 5th edition
  • 0130882062
  • 9780130882066

Table of contents

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