Since the first edition, this book has been a leader-easy and enjoyable to read, practical and comprehensive in its content and orientation, full of current topical information, and examples and illustrations of marketing as it is "best" in Canada and around the world by leading Canadian and global firms, large and small. This edition not only continues this tradition, but also steps out to meet the challenges we face in our ever-changing environment.
Marketing 10c/e presents the total system of business actions focused on customers and carried out by managers in individual organizations in the context of the larger economy and society. Regardless of whether managers are employed by a business or not-for-profit organization, are providers of goods or services, or are doing business domestically or globally, they need to understand the essential ideas-the big ideas-that are responsible for the marketing of today and the future.
2004 McGraw-Hill Higher Education