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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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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 …

Noteworthy Characteristics and Comprehensive Information

• ISBN-10: 134095804

• ISBN-13: 9780134095806

• Authors: Gary M. Armstrong, Philip Kotler, Valerie Trifts, Lilly Anne Buchwitz, David Gaudet (Professor)

• Author:

• Publication Date: 2017

• MSRP:

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