Principles of Marketing, Canadian Edition
For courses in Principles of Marketing. This new edition retains the best elements of the fourth edition such as continued emphasis on the linkage between good ethics and good marketing, and balanced representation of all regions and cultures of Canada. The new strengths of the Fifth Edition lie in its expanded coverage of topics to reflect the impact of the Internet and the trend toward globalization, and refined and condensed coverage of some topics to produce a more compact, streamlined text.
- Hardback | 800 pages
- 200.66 x 279.4 x 43.18mm | 2,018.48g
- 01 Jul 2001
- Pearson Canada, Toronto
- Prentice-Hall (Canada)
- Scarborough, Canada
- 5th edition
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. 3. The Global Marketing Environment. II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES. 4. Marketing Research and Information Systems. 5. Consumer Markets and Consumer Buyer Behaviour. 6. Business Markets and Business Buyer Behaviour. 7. Market Segmentation, Targeting, and Positioning for Competitive Advantage. III. DEVELOPING THE MARKETING MIX. 8. Product and Services Strategies. 9. New Product Development and Life Cycle Strategies. 10. Pricing Considerations and Strategies. 11. Distribution Channels and Logistics Management. 12. Retailing and Wholesaling. 13. Integrated Marketing Communication Strategy. 14. Advertising, Sales, Promotion, and Public Relations. 15. Personal Selling and Sales Management. 16. Direct and Online Marketing: The New Marketing Model. IV. MANAGING MARKETING. 17. The Global Marketplace . 18. Marketing and Society: Social Responsibility and Marketing Ethics.