Canadian Marketing in Action has, through its first six editions, ably equipped students to enter the Canadian business world and put theory into practice. The seventh edition will continue to be a practical, applied, streamlined, and straightforward text, written by an established Canadian instructor and author for Canadian college (two-year) students.

This edition focuses on essential issues that are shaping contemporary marketing practice. Among these issues are customer relationship management (database management techniques and customer retention strategies); electronic commerce and Internet-based marketing practices; strategic alliances and partnering among companies; socially responsible marketing; the impact of technology on marketing strategy; and integrated marketing communications.