Marketing
Subtitle: an introduction
By: Gary Armstrong [and others] ; contributing author, Paul Finlayson
Edition: 4th Canadian ed.
Publisher: Pearson Canada
Published: 2012
Place of publication: Toronto
Language: eng
Number of pages: 663
ISBN-13: 9780132549844
Subjects: Marketing; Textbooks
Notes: Includes bibliographical references and index.
Table of contents: title: pt. 1. Defining Marketing and the Marketing Process; title: 1. Marketing : Creating and Capturing Customer Value; title: 2. Company and Marketing Strategy : Partnering to Build Customer Relationships; title: 3. Sustainable Marketing : Social Responsibility and Ethics; title: pt. 2. Understanding the Marketplace and Consumers; title: 4. Analyzing the Marketing Environment; title: 5. Managing Marketing Information to Gain Customer Insights; title: 6. Understanding Consumer and Business Buyer Behaviour; title: pt. 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix; title: 7. Segmentation, Targeting, and Positioning; title: 8. Developing and Managing Products and Services; title: 9. Brand Strategy and Management; title: 10. Pricing : Understanding and Capturing Customer Value; title: 11. Marketing Channels : Retailing and Wholesaling; title: 12. Communicating Customer Value : Advertising and Public Relations; title: 13. Personal Selling and Sales Promotion; title: 14. Direct and Online Marketing; title: App. 1. General Company Information : Canada Goose; title: App. 2. The Marketing Plan : An Introduction; title: App. 3. Marketing by the Numbers.