Author Description

The number-one-selling Principles of Marketing text is back in a new edition. In use at more than 30 universities and colleges across Canada, MKTG has led the way in student engagement. Building on that success and informed with feedback from students and faculty, MKTG, Third Canadian Edition--or MKTG3--will reach new heights for engagement, currency, accessibility, and value. New part cases have been added to give students even more opportunity to apply course concepts. MKTG3 emphasizes customer needs and the customer relationship and is organized in a new way to give the text a more logical progression. The examples and cases throughout the text have been thoroughly updated with increased emphasis on Canadian business. Created using a "student-driven, faculty-approved" review process with students and faculty, MKTG3 is an engaging and accessible solution to accommodate the diverse lifestyles of today's learners at a value-based price.