Marketing : an introduction.

"Original edition published by Pearson Education, Inc., Upper Saddle River, New Jersey, USA."--Title page verso.

Edition statement on spine takes the form "6 Canadian edition".

Previous edition: 2015.

Includes bibliographical references and index.

Part 1: Defining marketing and the marketing process. Marketing : creating and capturing customer value -- Company and marketing strategy : partnering to build customer relationships -- Sustainable marketing, social responsibility, and ethics -- -- Part 2. Understanding the marketplace and consumers. Analyzing the marketing environment -- Managing marketing information to gain customer insights -- Understanding consumer and business buyer behaviour -- -- Part 3. Designing a customer-driven marketing strategy and marketing mix. Segmentation, targeting, and positioning -- Developing and managing products and services -- Brand strategy and management -- Pricing : understanding and capturing customer value -- Marketing channels -- Retailing and wholesaling -- Communicating customer value : advertising and public relations -- Personal selling and sales promotion -- Direct, online, social media, and mobile marketing -- The global marketplace.

The sixth Canadian edition of Marketing: An Introduction makes learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. Students will see how customer value-creating it and capturing it-drives every good marketing strategy.