About This Book

This book Principles of Marketing – Canadian Edition was adapted from Principles of Marketing – H5P Edition by BCcampus in 2022 which came from a book published in 2010 by a publisher who has requested that they and the original author not receive attribution. In 2015, the book was republished by University of Minnesota Libraries, who reformatted the original text and replaced some images and figures to make the resulting whole more shareable, but did not significantly alter the content. in 2022, the BCcampus version added over 75 interactive H5P activities by Biggi Weischedel, which are licensed under a CC BY-NC 4.0 license. In addition, BCcampus updated broken links, replaced or removed broken images or videos, fixed formatting issues, and remediated the book for accessibility.

This Canadian edition includes the following changes:

  • Re-formatted chapter content
  • End of Chapter Key Terms
  • PowerPoint Slides (available on request)

It is the intention that this is a living compilation that will go through continual updates over time. Feedback is welcomed. Please share your adoption and any feedback with us at oer@fanshawec.ca.

Cover Image by Robert Armstrong includes  “Shopping on Aisle Eight” by arbyreed, CC-BY-NC-SA 2.0



The following staff and students were involved in the creation of this project:

  • Jack Michienzi – Marketing Faculty
  • Meghan Hallam-Wood, Davandra Earle, & Liya Treesa Joseph – Ancillary Resource Student Developers 
  • Aman Kaur – Instructional Design Student 
  • Robert Armstrong & Alyssa Giles – Graphic Designers
  • Catherine Steeves – Quality Assurance
  • Shauna Roch – Project Manager

Fanshawe Open


Icon for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

Principles of Marketing Copyright © 2022 by [Author removed at request of original publisher] is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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