Marketing : An Introduction, Canadian Edition
Appropriate for students taking an introductory course in marketing at both the college and university levels. This text balances theory, applications, and pedagogy to provide an effective teaching and learning tool. The "Road to Marketing" aids help students learn, link, and apply important concepts.
- Mixed media product | 778 pages
- 203.2 x 251.46 x 27.94mm | 1,428.81g
- 01 Mar 2003
- Pearson Canada, Toronto
- Prentice-Hall (Canada)
- Scarborough, Canada
Table of contents
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS. 1. Marketing in a Changing World: Creating Customer Value and Satisfaction. 2. Strategic Planning and the Marketing Process. II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT. 3. Marketing in the Internet Age. 4. The Marketing Environment. 5. Managing Marketing Information. 6. Consumer and Business Buyer Behaviour. III. DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX. 7. Market Segmentation, Targeting, and Positioning for Competitive Advantage. 8. Product and Services Strategy. 9. New-Product Development and Life-Cycle Strategies. 10. Pricing Products: Pricing Considerations and Strategies. 11. Marketing Channels and Supply Chain Management. 12. Retailing and Wholesaling. 13. Integrated Marketing Communications: Advertising, Sales Promotion, and Public Relations. 14. Integrated Marketing Communications: Personal Selling and Direct Marketing. IV. EXTENDING MARKETING. 15. The Global Marketplace. 16. Marketing and Society: Social Responsibility and Marketing Ethics. Appendix I. TAXI GUY. Appendix II. Marketing Arithmetic Notes. Glossary. Credits. Indexes.