Applied Marketing Canadian Edition 2nd edition by Grayson

Applied Marketing Canadian Edition, 2nd Edition by Grayson introduces marketing principles through a practical, Canadian-focused lens. Published by Wiley, this textbook helps students understand how organizations identify customers, create value, develop strategy, and manage the marketing mix. Topics typically include consumer behavior, market research, segmentation, targeting, positioning, product strategy, pricing, distribution, promotion, branding, and digital marketing considerations. Designed for introductory marketing courses, it connects theory to business situations and encourages students to apply marketing concepts to real decisions in Canadian and global marketplace contexts.