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Marketing: An Introduction, Canadian Edition, 8th edition

Published by Pearson Canada (March 5, 2024) © 2025

  • Gary T. Armstrong Northwestern University
  • Philip Kotler Northwestern University
  • Valerie Trifts Dalhousie University
  • Danielle Wilson BCIT
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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 Consumer 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: Marketing Communications
  13. Engaging Consumers and Communicating Customer Value: Search Engines, Social Media, Mobile, and Analytics
  14. The Global Marketplace
  15. Sustainable Marketing: Social Responsibility and Ethics

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