October 4, 2013
After the success of Gestion du marketing, written by Marketing professors Johanne Brunet, François Colbert, Robert Desormeaux, René Gendreau, Renaud Legoux and Jean-François Ouellet, they have just launched an English translation and adaptation of the book, in co-operation with their colleague Jean-Luc Geha.
Based on the 5th edition of the French version, an original textbook that has been improved from one edition to the next for over 20 years, Marketing Management offers an introduction to marketing with the goal of giving students an overall, strategic vision of the field. Key marketing concepts, analyzing the firm’s internal and external environments, its marketing mix and the concepts of planning and control in the context of marketing management, are all addressed as well. The book is currently used in courses given in French and English for the French, bilingual and trilingual streams of the Bachelor's in Business Administration (BBA) program.
“This translation shows how our professors are determined to produce teaching materials properly adapted to our teaching context, rather than relying on authors from elsewhere,” emphasizes one of the co-authors, Johanne Brunet, who is also the Director of the Department of Marketing. “Using the same book, with the same content, makes it easier for us to harmonize the courses offered in French and English on the subject.”
Marketing Management, by Johanne Brunet, François Colbert, Robert Desormeaux, René Gendreau, Renaud Legoux and Jean-François Ouellet, in co-operation with Jean-Luc Geha, Gaétan Morin éditeur, Chenelière Éducation, August 2013, 432 pages. Available at the COOP HEC Montréal.