Features

• A Canadian Perspective—The text is written from a Canadian viewpoint while considering influences on marketing practice from all over the world
   
• Each chapter contains learning objectives, Marketing in Action vignettes, photos, tables, and graphs
   
• Chapter summaries appear at the end of each chapter, along with a key term summary list, review questions, and discussion and application questions
   
• Key terms appear in bold and coloured print in the text

New to this Edition

• More detailed coverage of the Internet and E-Commerce issues have been included, particularly in Chapters 1, 2, 14, 15, and 16
   
• A new Chapter with coverage on E-Marketing has been added
   
• E-Assignment features appear at the end of each chapter. These features involve students in using the Internet or evaluating the role of the Internet in developing marketing strategies
   
• Information on the expanding youth market, the Nexus Generation, and Gen-Xers has been included in Chapter 6
   
• The book now features information on bartering as Alternative Pricing Strategy in Chapter 10
   
• A new section on e-tailing has been included in Chapter 13
   
• Sixteen of the eighteen cases included in the book are new
   
• The book now has an increased focus on direct response and interactive communications
   
• Marketing Vignettes—36 of 38 chapter vignettes have been replaced
   
• Marketing examples from Starbucks, Gillette, Hersheys, etc. have been increased
   
• Updated information on the Ideal Self and Changing Interpretations has been included in Chapter 5
   
• Countless new visual illustrations have been added to give the text a fresh, new look. New ads and illustrations from Gillette, 3M, Ford, Visa International, Xerox, Jaguar, Callaway Golf, Kellogg, United Way, and many others aptly demonstrate important marketing concepts