Marketing: An Introduction, Sixth Canadian Edition with B2B Case
- ISBN-10
- 0134711955
- ISBN-13
- 9780134711959
- Series
- Marketing
- Category
- Marketing
- Pages
- 736
- Language
- English
- Published
- 2017
- Authors
- Gary Armstrong, Philip Kotler, David Gaudet
Description
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.
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