MKTG -TEXT CANADIAN

Cover......Page 1
Brief Contents......Page 6
Contents......Page 7
 1 An Introduction to Marketing......Page 15
 2 The Marketing Environment, Social Responsibility, and Ethics......Page 27
 3 Strategic Planning for Competitive Advantage......Page 47
 4 Developing a Global Vision......Page 61
 5 Marketing Research......Page 85
 6 Consumer Decision Making......Page 107
 7 Business Marketing......Page 129
 8 Segmenting, Targeting, and Positioning......Page 147
 9 Customer Relationship Management (CRM)......Page 165
 10 Product Concepts......Page 189
 11 Developing and Managing Products......Page 207
 12 Services and Nonprofit Organization Marketing......Page 225
 13 Setting the Right Price......Page 245
 14 Marketing Channels and Supply Chain Management......Page 267
 15 Retailing......Page 287
 16 Marketing Communications......Page 309
 17 Advertising, Public Relations, and Direct Response......Page 329
 18 Sales Promotion and Personal Selling......Page 351
 19 Social Media Strategies......Page 367
Glossary......Page 388
Endnotes......Page 402
Index......Page 410
 Chapter Review 1: An Introduction to Marketing......Page 420
 Chapter Review 2: The Marketing Environment, Social Responsibility, and Ethics......Page 422
 Chapter Review 3: Strategic Planning for Competitive Advantage......Page 424
 Chapter Review 4: Developing a Global Vision......Page 426
 Chapter Review 5: Marketing Research......Page 428
 Chapter Review 6 : Consumer Decision Making......Page 430
 Chapter Review 7: Business Marketing......Page 432
 Chapter Review 8: Segmenting, Targeting, and Positioning......Page 434
 Chapter Review 9: Customer Relationship Management (CRM)......Page 436
 Chapter Rewview 10: Product Concepts......Page 438
 Chapter Review 11: Developing and Managing Products......Page 440
 Chapter Review 12: Services and Nonprofit Organization Marketing......Page 442
 Chapter Review 13: Setting the Right Price......Page 444
 Chapter Review 14: Marketing Channels and Supply Chain Management......Page 446
 Chapter Review 15: Retailing......Page 448
 Chapter Review 16: Marketing Communications......Page 450
 Chapter Review 17: Advertising, Public Relations, and Direct Response......Page 452
 Chapter Review 18: Sales Promotion and Personal Selling......Page 454
 Chapter Review 19: Social Media Strategies......Page 456