Marketing Essentials, Canadian Edition
Published on 18. December 1997
Book
Paperback/Softback
500 pages
978-0-13-889031-5 (ISBN)
Description
For courses in Introductory Marketing. This essentials edition of Marketing, Canadian Edition retains the Canadian and global examples, as well as the boxed elements on Ethics, Global Marketing, and Technology, which were praised by reviewers. Merging current practices with theory, this authoritative introduction to marketing is enhanced by its lively, easy-to-read style. Incorporating both traditional and contemporary aspects of marketing, this text clearly portrays the state-of- the-art and captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides coverage of all major marketing topics. The text is accompanied by a full supplements package, featuring computer exercises, videos, video manual, detailed lecture notes, and a test bank.
More details
Language
English
Place of publication
Scarborough
Canada
Publishing group
Pearson Canada, Toronto
Target group
Professional and scholarly
Dimensions
Height: 203 mm
Width: 279 mm
Thickness: 25 mm
Weight
957 gr
ISBN-13
978-0-13-889031-5 (9780138890315)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
I. AN INTRODUCTION TO MARKETING.
1. Marketing in Contemporary Society.
2. The Environment in Which Marketing Operates.
3. Information for Marketing Decisions.
II. CONSUMER ANALYSIS: UNDERSTANDING AND RESPONDING TO DIVERSITY IN THE MARKETPLACE.
4. Final Consumer Behaviour.
5. Organizational Consumers.
6. Developing a Target Market Strategy.
III. PRODUCT PLANNING.
7. Basic Concepts in Product Planning.
8. Conceiving, Developing and Managing Products.
IV. DISTRIBUTION PLANNING.
9. Considerations in Distribution Planning and Physical Distribution.
10. Retailing and Wholesaling.
V. PROMOTION PLANNING.
11. Promotion Planning and Personal Selling.
12. Advertising, Public Relations and Sales Promotion.
VI. PRICE PLANNING.
13. Price Planning and Strategy.
VII. MARKETING MANAGEMENT.
14. Strategic Planning: A Marketing Perspective.
15. Pulling It All Together: Integrating and Analyzing the Marketing Plan.
1. Marketing in Contemporary Society.
2. The Environment in Which Marketing Operates.
3. Information for Marketing Decisions.
II. CONSUMER ANALYSIS: UNDERSTANDING AND RESPONDING TO DIVERSITY IN THE MARKETPLACE.
4. Final Consumer Behaviour.
5. Organizational Consumers.
6. Developing a Target Market Strategy.
III. PRODUCT PLANNING.
7. Basic Concepts in Product Planning.
8. Conceiving, Developing and Managing Products.
IV. DISTRIBUTION PLANNING.
9. Considerations in Distribution Planning and Physical Distribution.
10. Retailing and Wholesaling.
V. PROMOTION PLANNING.
11. Promotion Planning and Personal Selling.
12. Advertising, Public Relations and Sales Promotion.
VI. PRICE PLANNING.
13. Price Planning and Strategy.
VII. MARKETING MANAGEMENT.
14. Strategic Planning: A Marketing Perspective.
15. Pulling It All Together: Integrating and Analyzing the Marketing Plan.