MKTG 4CE delivers a Canadian perspective on marketing fundamentals through a hands-on, interactive approach. It combines clear visuals and concise explanations to engage introductory students.

Built on feedback from instructors and students at over 31 institutions, the fourth edition emphasizes learner-friendly layout, thoughtful graphics, and strategic white space that enhance comprehension.

Key features include:

• MindTap integration with readings, assessments, and flashcards
• Interviews with Canadian marketing professionals
• Engaging videos and in-line eBook activities
• Focus on soft-skill development alongside core concepts

Ideal for introductory marketing courses, this edition equips students with practical tools and foundational knowledge to navigate today’s evolving business landscape.

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