Canadian Marketing History

Appropriate for Introductory Marketing courses at the college or university level. Canadian Marketing in Action provides a careful balance between theory and practice and presents material in a clear, concise style and readable format that students appreciate. It also meets the needs of faculty who face the pressures of time and reduced course hours allocated to introductory marketing courses.

From its origins in the Victorian era as a marginal and somewhat shady enterprise, the advertising trade in Canada changed radically after the turn of the century - rising quickly to a position of influence and respectability. In this book, Russell Johnston tells the story of the people who made it so. Johnston's setting is the dynamic intersection of business and culture during the early decades of the twentieth century. During this period, he argues, magazines and newspapers grew increasingly dependent on sales of advertising space, and this precipitated a widespread restructuring of the publishing industry. Ultimately, this affected the range and content of Canadian periodicals, setting the parameters for a newly invigorated, though still fragile, Canadian magazine industry. Johnston charts this process by exploring the lives, goals and ideas of a new breed of solicitor, the ad agent, and shows how agencies began to draw on the disciplines of psychology and economics to promote their products, thus initiating the modern market research industry. The only thorough analysis of the forces shaping advertising in Canada prior to 1930, this study documents the emergence in Canada of a key component of the modern culture of consumption.

Political parties worldwide are using marketing tools such as targeting and segmentation to win elections. Are these strategies making politicians and governments more responsive to voters’ needs, or do they pose a threat to democracy? Political Marketing in Canada, the first book to ask this question of Canada, considers the consequences of political marketing in the realms of public policy, leadership, and the government-citizen relationship. Through dynamic case studies that range from the resurrection of the Conservative Party, to media accounts of political marketing, to Tim Hortons as a political brand, the authors trace how political marketing is transforming the old system of brokerage politics into a new, distinctly Canadian model. Citizens are now viewed as consumers, and platforms and promises have been repackaged as products. Whether this trend is positive or negative, the authors argue, depends on how politicians and governments carry out political marketing – and its promises – in practice.

​Marketing Strategy: Theory and Cases, Canadian Edition, enables students to think and act like marketers and disruptors in a dynamic and fast paced environment. Current events and examples provided through this text serve as reminders of the necessity for marketers to be proactive and adaptable. Students will learn a systematic process for developing long-term, customer-orientated marketing strategies and plans. This edition provides a truly Canadian perspective, including cases that relate to the unique Canadian environment.​