Marketing: An Introduction, Canadian Edition, 7th edition

Published by Pearson Canada (August 20, 2020) © 2021

  • Gary Armstrong Brunel University, UK
  • Philip Kotler Northwestern University
  • Valerie Trifts Dalhousie University
  • Lilly Anne Buchwitz Wilfrid Laurier University
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In this digital age, to go along with their tried-and-true traditional marketing methods, marketers have a dazzling set of new online, mobile, and social media tools for engaging customers anytime, anyplace to jointly shape brand conversations, experiences, and community. If marketers do these things well, they will reap the rewards in terms of market share, profits, and customer equity. In the Canadian edition of Marketing: An Introduction, students learn how customer value and customer engagement drive every good marketing strategy.

  1. Marketing: Creating Customer Value and Engagement
  2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
  3. Analyzing the Marketing Environment
  4. Managing Marketing Information to Gain Customer Insights
  5. Understanding Consumer and Business Buyer Behaviour
  6. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
  7. Products, Services, and Brands: Building Customer Value
  8. Developing New Products and Managing the Product Life Cycle
  9. Pricing: Understanding and Capturing Customer Value
  10. Marketing Channels: Delivering Customer Value
  11. Retailing and Wholesaling
  12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations
  13. Personal Selling and Sales Promotion
  14. Direct, Online, Social Media, and Mobile Marketing
  15. The Global Marketplace
  16. Sustainable Marketing: Social Responsibility and Ethics

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