TEST ITEM FILE
Judith Nash
SAIT
MARKETING: AN INTRODUCTION
Sixth Canadian Edition
Gary Armstrong
University of North Carolina
Philip Kotler
Northwestern University
Valerie Trifts
Dalhousie University
Lilly Anne Buchwitz
, Wilfrid Laurier University
Contributing Author:
David Gaudet
SAIT Polytechnic
Toronto
ISBN: 9780134395753
Copyright © 2017 Pearson Canada Inc. All rights reserved.
This work is protected by Canadian copyright laws and is provided solely for the use of instructors in teaching
their courses and assessing student learning. Dissemination or sale of any part of this work (including on the
Internet) will destroy the integrity of the work and is not permitted. The copyright holder grants permission to
instructors who have adopted Marketing: An Introduction, Sixth Canadian Edition, by Armstrong, Kotler, Trifts,
Buchwitz, and Gaudet to post this material online only if the use of the website is restricted by access codes to
students in the instructor’s class that is using the textbook and provided the reproduced material bears this
copyright notice.
CONTENTS
,PART ONE – DEFINING MARKETING AND THE MARKETING PROCESS
CHAPTER 1: MARKETING: CREATING AND CAPTURING CUSTOMER VALUE
CHAPTER 2: COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
CHAPTER 3: SUSTAINABLE MARKETING, SOCIAL RESPONSIBILITY, AND ETHICS
PART TWO – UNDERSTA NDING THE MARKETPLACE AND
CONSUMERS
CHAPTER 4: ANALYZING THE MARKETING ENVIRONMENT
CHAPTER 5: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS
CHAPTER 6: UNDERSTANDING CONSUMER AND BUSINESS BUYER BEHAVIOUR
PART THREE – DESIGNING A CUSTOMER-DRIVEN MARKETING STRAT EGY
AND MARKETING MIX
CHAPTER 7: SEGMENTATION, TARGETING, AND POSITIONING
CHAPTER 8: DEVELOPING AND MANAGING PRODUCTS AND SERVICES
CHAPTER 9: BRAND STRATEGY AND MANAGEMENT
CHAPTER 10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11: MARKETING CHANNELS
CHAPTER 12: RETAILING AND WHOLESALING
CHAPTER 13: COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC
RELATIONS
CHAPTER 14: PERSONAL SELLING AND SALES PROMOTION
CHAPTER 15: DIRECT, ONLINE, SOCIAL MEDIA, AND MOBILE MARKETING
CHAPTER 16: THE GLOBAL MARKETPLACE
,
Judith Nash
SAIT
MARKETING: AN INTRODUCTION
Sixth Canadian Edition
Gary Armstrong
University of North Carolina
Philip Kotler
Northwestern University
Valerie Trifts
Dalhousie University
Lilly Anne Buchwitz
, Wilfrid Laurier University
Contributing Author:
David Gaudet
SAIT Polytechnic
Toronto
ISBN: 9780134395753
Copyright © 2017 Pearson Canada Inc. All rights reserved.
This work is protected by Canadian copyright laws and is provided solely for the use of instructors in teaching
their courses and assessing student learning. Dissemination or sale of any part of this work (including on the
Internet) will destroy the integrity of the work and is not permitted. The copyright holder grants permission to
instructors who have adopted Marketing: An Introduction, Sixth Canadian Edition, by Armstrong, Kotler, Trifts,
Buchwitz, and Gaudet to post this material online only if the use of the website is restricted by access codes to
students in the instructor’s class that is using the textbook and provided the reproduced material bears this
copyright notice.
CONTENTS
,PART ONE – DEFINING MARKETING AND THE MARKETING PROCESS
CHAPTER 1: MARKETING: CREATING AND CAPTURING CUSTOMER VALUE
CHAPTER 2: COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
CHAPTER 3: SUSTAINABLE MARKETING, SOCIAL RESPONSIBILITY, AND ETHICS
PART TWO – UNDERSTA NDING THE MARKETPLACE AND
CONSUMERS
CHAPTER 4: ANALYZING THE MARKETING ENVIRONMENT
CHAPTER 5: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS
CHAPTER 6: UNDERSTANDING CONSUMER AND BUSINESS BUYER BEHAVIOUR
PART THREE – DESIGNING A CUSTOMER-DRIVEN MARKETING STRAT EGY
AND MARKETING MIX
CHAPTER 7: SEGMENTATION, TARGETING, AND POSITIONING
CHAPTER 8: DEVELOPING AND MANAGING PRODUCTS AND SERVICES
CHAPTER 9: BRAND STRATEGY AND MANAGEMENT
CHAPTER 10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11: MARKETING CHANNELS
CHAPTER 12: RETAILING AND WHOLESALING
CHAPTER 13: COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC
RELATIONS
CHAPTER 14: PERSONAL SELLING AND SALES PROMOTION
CHAPTER 15: DIRECT, ONLINE, SOCIAL MEDIA, AND MOBILE MARKETING
CHAPTER 16: THE GLOBAL MARKETPLACE
,
