Summary

For courses in Introductory Marketing. This essentials edition of Marketing, Canadian Edition retains the Canadian and global examples, as well as the boxed elements on Ethics, Global Marketing, and Technology, which were praised by reviewers. Merging current practices with theory, this authoritative introduction to marketing is enhanced by its lively, easy-to-read style. Incorporating both traditional and contemporary aspects of marketing, this text clearly portrays the state-of- the-art and captures the exciting, fast-paced nature of the field. Comprehensive in scope, it provides coverage of all major marketing topics. The text is accompanied by a full supplements package, featuring computer exercises, videos, video manual, detailed lecture notes, and a test bank.