Principles of Marketing - Fourth Canadian Edition

Összefoglaló

For courses in Principles of Marketing.

Widely hailed for its practical and enjoyable style, the new edition of the best-selling introductory marketing text shows students how to apply the basic concepts and practices of modern marketing as they are used in a wide variety of settings — in product and service firms, consumer and business markets, profit and nonprofit organizations, domestic and global companies, and small and large businesses. It provides a rich background of real-world examples and applications, showing the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against needs and opportunities in the marketplace. This exploration of strategic marketing goes even further, considering the resounding influence of the Internet.
At 20 chapters (compressing the products and services chapters and the customer relationships and competitive advantage chapters), this new edition is shorter and more focused than the third edition, while continuing to present lively examples and stimulating analysis.