- Hardcover: 832 pages
- Publisher: Pearson Education Canada; 10 edition (Jun 26 2000)
- Language: English
- ISBN-10: 0130144290
- ISBN-13: 978-0130144294
- Product Dimensions: 24.9 x 20.3 x 3.6 cm
- Shipping Weight: 1.5 Kg
- Amazon Bestsellers Rank: #663,157 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Product Description
Appropriate for graduate and undergraduate courses in Marketing Management. An international marketing classic, the tenth edition of Marketing Management highlights the most current trends and developments in global marketing from a Canadian perspective. The text prepares students for a decision-making role in organizations through the managerial orientation of its approach. All the concepts and tools for analyzing any market and/or environment are covered, as well as the principles for measuring and forecasting marketing, and techniques used for marketing segmentation, targeting, and positioning. Key themes developed in the tenth edition include Marketing for the 21st Century (looking to the future; trends in marketing and business; changes in the marketplace); E-commerce and the Internet (uses of technology; marketing on the web; using the web); Customer-driven marketing (focus on the customer: customer lifetime value, customer retention, delivering superior value, customer satisfaction); and Marketing around the globe (trends, problems in global marketing).
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