ARC: Teaching: Textbooks: Principles of Marketing Texts for Use in Canada
areas: management: Textbooks
ARContribution by Stanley Shapiro
It would be useful to examine some of the Canadianizations of leading American textbooks. There are at least half a dozen of these with Perreault becoming Wong, Shapiro, and Perreault, Kotler becoming Kotler and Cunningham; etc. You can find these books on the web pages of the Canadian subsidiaries of the U.S publisher. McGraw-Hill, for example, up here is McGraw-Hill Ryerson.
Such books replace U.S. law and demographics with Canadian material. They also introduce issues like differences and similarities between French and English speaking consumers and the impact of spillover U.S. advertising on Canadians. You will also find useful references to the most relevant Canadian journal and popular press articles. The current dispute over softwood lumber between the U.S. and Canada and its relation to NAFTA might make an interesting case in point.
- Ghauri, Pervez N. and Philip R. Cateora (2005), International Marketing. London: McGraw-Hill Publishing Company, ISBN 0077108302 [Publisher's Site].
- Kotler, Phillip, Gary Armstrong and Peggy H. Cunningham, Principles of Marketing, Pearson Education Canada, ISBN 0136792677 [Publisher's Site].
- Wong, Kenneth, Stanley Shapiro, William Perreault, E. Jerome McCarthy (2005), Basic Marketing, Canadian Edition, McGraw-Hill Ryerson, ISBN 0070916667 [Publisher's Site].
- Yannopoulos, Peter (2007), Marketing Strategy, First Canadian Edition, Thomson Nelson, ISBN 0176414886 [Publisher's Site]