Canadian marketing in action
By: Keith J. Tuckwell
Edition: 7th ed.
Publisher: Pearson Prentice Hall
Published: 2007
Place of publication: Toronto
Language: eng
Number of pages: 506
ISBN-13: 9780131277793
Subjects: Marketing; Textbooks; Manuels d'enseignement supérieur
Notes: Includes bibliographical references and index.
Table of contents: title: Ch. 1. Contemporary marketing; title: The importance of marketing; title: Marketing defined; title: Marketing past and present; title: The marketing process; title: Harley-Davidson rides on; title: Marketing in practice; title: Webers : a cottage country tradition; title: The relationship marketing era; title: ch. 2. The external marketing environment; title: Economic influences; title: Competitive influences; title: McDonald's protects its lead; title: Social and democratic influences; title: Lifestyles and environmental influences; title: Doritos capitalizes on adolescent expansion; title: Technological influences; title: Legal and regulatory influences; title: ch. 3. Marketing research; title: Role and scope; title: The marketing research process; title: Technology, business, and major league baseball; title: Pfizer tests in Canada; title: ch. 4. Consumer buying behaviour; title: The consumer purchase decisions process; title: Influences on consumer behaviour; title: Hectic and healthier lifestyles are driving change; title: The hearts and minds of Canadians; title: ch. 5. Business-to-business marketing and organizational buying behaviour; title: The characteristics of organizational buying behaviour; title: A new generation of buyers; title: Integration and partnering in business-to-business marketing; title: Dell leads the way; title: Types of buying decisions; title: Steps in the buying-decision process; title: Ch. 6. Market segmentation and target marketing; title: The levels of market segmantation; title: Identifying and selecting target markets; title: Target the attitude, not the age; title: Best Buy tailors strategies to best customers; title: Market segmentation strategies; title: Market positioning concepts; title: ch. 7. Strategic marketing planning; title: The business planning process; title: Corporate planning; title: Marteting planning; title: The marketing plan; title: Research and targeting : Cara's key to success; title: Keeping pace with change; title: Some fundamental marketing strategies; title: Toyota pursues younger customers; title: ch. 8. Product strategy; title: The total product concept; title: Product classifications; title: Branding and brand names; title: Brand crafting; title: Packaging and labelling strategies; title: Brand power : what makes a great brand?; title: ch. 9. Product management; title: Organization systems for managing products; title: A closer look at product decisions; title: The product life cycle; title: Profit motives rule brand decisions; title: Brand building at Mark's; title: New products vs. rejuvenated products; title: New product development; title: Ch. 10. Price strategy and determination; title: The definition and role of price; title: Influences on price; title: Leaf ticket prices soar but still we buy!; title: Pricing objectives; title: Pricing methods; title: Pricing and the law; title: New software pushes new price strategy; title: Alternative pricing strategies; title: ch. 11. Price management; title: Pricing policies; title: Source pricing and offering discounts; title: Discounts vs. value pricing; title: Price incentives : the crack cocaine of the auto industry; title: Pricing and the product life cycle; title: EDLP and the sizzle of sale prices; title: Leasing as pricing option; title: ch. 12. Distribution channels and physical distribution; title: Distribution planning; title: The structure of distribution systems; title: Factors influencing channel selection; title: Channel conflict and control; title: Should manufacturers be retailers?; title: Encouraging cooperation in the channel; title: Adoption of the relationship marketing concept; title: Integrated marketing systems; title: Exploiting new distribution strategies; title: Physical distribution and logistics marketing; title: Supply chain management is key to success; title: Ch. 13. Wholesaling and retailing; title: Wholesaling and its functions; title: Types of wholesalers; title: Retailing and its functions; title: Retailer classifications; title: Big retailers playing the same game; title: The retailing marketing mix; title: Best chance to succeed; title: ch. 14. Advertising and public relations; title: The integrated marketing communications mix; title: Marketing communications planning; title: Advertising and its role; title: Advertising : creating the message; title: Effective campaigns need time to evolve; title: Advertising : selecting the right media; title: Public relations; title: The role of public relations; title: The tools of the trade; title: Creating buzz; title: ch. 15. Direct response and interactive communications; title: Direct response advertising; title: Marketing budgets go direct; title: Interactive marketing communications; title: Online TV commercials attract advertisers; title: ch. 16. Sales promotion, personal selling, and event marketing and sponsorships; title: Sales promotion; title: Hallmark promotion builds sales; title: Personal selling; title: Event marketing and sponsorships; title: Olympic dreams!; title: Ch. 17. Internet marketing; title: Introduction to e-commerce; title: Internet penetration and adoption; title: The internet presents marketing opportunities; title: Internet marketing performs important roles; title: Dell leads the way; title: Marketing research applications; title: Online marketing strategies; title: Online research : faster, easier...better?; title: Customer relationship management; title: ch. 18. Services and not-for-profit marketing; title: Services marketing; title: Not-for-profit marketing; title: Hotels woo customers with innovative services; title: Doing good requires effective marketing strategy; title: ch. 19. Global marketing; title: Canadian international trade; title: Nanlyzing global marketing opportunities; title: Strategies for entering global markets; title: Cinnzeo heads east, far east; title: Global marketing strategy; title: Philips's global ad campaign repositions company.