(eBook PDF) Marketing 9th Canadian Edition by Frederick Crane – Digital Ebook – Instant Delivery Download

Product details:

ISBN-10 ‏ : ‎ 0070878692
ISBN-13 ‏ : ‎ 978-0070878693
Author: Frederick Crane, Roger Kerin, Steven Hartley, William Rudelius

The Ninth Canadian Edition of Marketing provides students with a solid foundation of marketing principles that they need to become successful marketers in today’s competitive business world. Written in an engaging, student friendly style with a strong pedagogical framework, Crane Marketing is substantially updated to reflect cutting edge trends in marketing, and is packed with new examples of marketing in Canada and around the world. Connect with LearnSmart, McGraw-Hill’s innovative learning technology, offers students a personalized and enhanced learning experience proven to increase grades, and provides instructors with one convenient location to access a robust teaching resource package. This fully integrated solution helps students master the concepts, apply knowledge and achieve success in marketing principles.

Table contents:

SECTION ONE Assessing the Marketplace
1 Overview of Marketing
2 Developing Marketing Strategies and a Marketing Plan
Appendix 2A: Writing a Marketing Plan
3 Analyzing the Marketing Environment

SECTION TWO Understanding the Marketplace
4 Consumer Behaviour
5 Business-to-Business Marketing

SECTION THREE Targeting the Marketplace
6 Segmentation, Targeting, and Positioning
7 Marketing Research
Appendix 7A: Using Secondary Data to Assess Customer Lifetime Value (CLV)

SECTION FOUR Value Creation
8 Developing New Products
9 Product, Branding, and Packaging Decisions
10 Services: The Intangible Product

SECTION FIVE Transacting Value
11 Pricing Concepts and Strategies: Establishing Value

SECTION SIX Value Delivery: Designing the Distribution Channel and Supply Chain
12 Distribution Channels
13 Retailing and Omnichannel Marketing

SECTION SEVEN Value Communication
14 Integrated Marketing Communications
Appendix 14A: Social and Mobile Media
15 Advertising, Sales Promotions, and Personal Selling

SECTION EIGHT Marketing in the Global Environment
16 Global Marketing
17 Ethics and Socially Responsible Marketing

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(eBook PDF) Marketing 9th Canadian Edition by Frederick Crane

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