Marketing: The Basics

Fully updated for today’s rapidly evolving landscape, this comprehensive guide equips marketing professionals with essential strategies to navigate unpredictable consumer behaviour and fierce online competition.

This book delivers practical frameworks for capturing audience attention and building customer loyalty in the digital age. Readers will gain actionable insights into competitive analysis, digital marketing tactics, AI applications, and data analytics, while developing a deep understanding of global marketing principles, consumer behaviour models, and ethical considerations. The integration of cutting-edge technologies with traditional marketing fundamentals provides a complete toolkit for marketing success in an increasingly complex environment. Global case studies featuring Toyota, Audible, Pfizer, Coca-Cola, and TikTok bring concepts to life, while chapter objectives, summaries, and discussion questions enhance learning and facilitate classroom engagement.

Ideal for undergraduate and graduate marketing students, as well as early-career practitioners seeking to develop foundational knowledge or experienced professionals updating their skills. The accessible approach makes it suitable for both academic courses in marketing fundamentals and digital strategy, and for self-directed professional development in global marketing contexts.

Karl Moore is a Professor in Strategy and Leadership at McGill University and an Associate at Green Templeton College, Oxford University where he taught full time for 5 years at the Said Business School. He was identified as being among a group of the ＂world’s greatest business thinkers＂ in Business Strategy Review and one of the Thinkers50 leading thinkers. He has over 4,700 Google Scholar citations, has published 28 referred journal articles and this is his 12th book. Karl hosts a weekly national show, the CEO Series, heard across Canada on Saturday afternoons, Sunday evenings and it becomes a podcast on Mondays. Karl has interviewed +750 CEOs, key issues include they discuss are: AI, Big Data and Social Media.

Niketh Pareek is a Montreal based Management Consultant specialising in the technology side of digital transformation, particularly in the healthcare sector. He has led complex projects across Canada, working with major EMR systems like EPIC, Cerner, and Orion Health. An expert in agile methodologies, he has also contributed thought leadership in digital strategy through publications in Forbes, Globe and Mail, and National Post. He is currently working with AI experts to leverage natural language model technologies to deliver personalized health solutions.

Marie Parent is a Business Analyst at McKinsey & Co. in their Montreal office, interested in the retail and public sectors. A recent graduate of McGill University with a Bachelors of Commerce in Finance and Global Strategy, she was previously the Co-President of JED Consulting, Canada’s largest student-run consulting firm, where she delivered marketing insights to executives from Fortune 500 companies.

Misako Furuya is a technology leader at Amazon, currently leading Amazon’s LEO satellite communication enterprise services in Japan. With over 20 years at Amazon, she has held key leadership roles including Retail, Mobile shopping, and Amazon Devices. Her expertise spans digital transformation, product management, and strategic business development. Prior to Amazon, she worked at Nortel Networks and Andersen Consulting. She also teaches Marketing and Innovation at leading Japanese business schools, bringing a unique blend of traditional Japanese culture and modern business acumen to her leadership approach.