Marketing is about winning people’s hearts and minds by delivering real value, making them happy with their choices, and earning their loyalty in exchange.

Marketing Foundations introduces marketing the way it is practised today: as the work of understanding people, creating real value for them, and earning their loyalty in return. Every concept is taught through real Canadian and global examples, from Tim Hortons, Lululemon, Shopify, and Loblaw to IKEA, Netflix, and Patagonia.

A dedicated part explains artificial intelligence from first principles, including machine learning, generative Al, and agentic Al, and later chapters show how these technologies are changing research, segmentation, pricing, retail, communications, social media, and customer experience, together with the responsibilities they bring.

Twenty-four chapters include learning objectives, key terms, concept checks, real-company case studies, Marketing in Action features, hands-on labs, review questions, and exercises, with Canadian law and ethics woven throughout.