Contemporary marketing
By: David L. Kurtz, H.F. MacKenzie, Kim Snow
Contributors: MacKenzie, H. F.; Snow, Kim, 1956-
Edition: 3rd Canadian ed.
Publisher: Nelson Education
Published: 2012
Place of publication: Toronto
Language: eng
ISBN-13: 9780176648824; 9780176503932
Copyright date: 2013
Subjects: Marketing; Textbooks; Manuels d'enseignement supérieur
Notes: Cover and t.p. verso list authors as: Boone, Kurtz, MacKenzie and Snow, as in the 1st ed.

Includes an access code card to CourseMate online resources tipped into book in front of t.p.

Includes bibliographical references and indexes.
Table of contents: title: Marketing: the art and science of satisfying customers; title: Strategic planning in contemporary marketing; title: Creating an effective marketing plan; title: The marketing environment, ethics, and social responsibility; title: Consumer behaviour; title: Business-to-business (B2B) marketing; title: Serving global markets; title: Marketing research, decision support systems, and sales forecasting; title: Marketing segmentation, targeting, and positioning; title: Product and service strategies; title: Developing and managing brand and product strategies; title: Marketing channels and supply chain management; title: Retailers, wholesalers, and direct marketers; title: Integrated marketing communications; title: Advertising and digital communications; title: Personal selling and sales promotion; title: Pricing concepts and strategies; title: Appendix A: financial analysis in marketing; title: Appendix B: relationship marketing and customer relationship management (CRM).