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" Marketing : "
Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver
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BL
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| Record Number
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621965
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dltt
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| Main Entry
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Kerin, Roger A
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| Title & Author
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Marketing : : the core /\ Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver
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| Edition Statement
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6e [edition]
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| Page. NO
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xlii, 531 pages :: illustrations ;; 28 cm
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| ISBN
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9780077729035
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: 007772903X
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Includes bibliographical references and index
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| Contents
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Part One: Initiating the Marketing Process. Ch. 1: Creating Customer Relationships and Value through Marketing -- Ch. 2 Developing Successful Organizational and Marketing Strategies -- Appendix A: Building an Effective Marketing Plan -- Ch. 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
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Part Two: Understanding Buyers and Markets. Ch. 4: Understanding Consumer Behavior -- Ch. 5: Understanding Organizations as Customers -- Ch. 6: Understanding and Reaching Global Consumers and Markets
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Part Three: Targeting Marketing Opportunities. Ch. 7: Marketing Research: From Customer Insights to Actions -- Ch. 8: Market Segmentation, Targeting, and Positioning
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Part Four: Satisfying Marketing Opportunities. Ch. 9: Developing New Products and Services -- Ch. 10: Managing Successful Products, Services, and Brands -- Ch. 11: Pricing Products and Services -- Ch. 12: Managing Marketing Channels and Supply Chains -- Ch. 13: Retailing and Wholesaling -- Ch. 14: Integrated Marketing Communications and Direct Marketing
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Ch. 15: Advertising, Sales Promotion, and Public Relations -- Ch. 16: Using Social Media to Connect with Consumers -- Ch. 17: Personal Selling and Sales Management -- Ch. 18: Implementing Interactive and Multichannel Marketing -- Appendix B: Planning a Career in Marketing
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| Subject
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Marketing
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| Dewey Classification
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658.8
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| Added Entry
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Hartley, Steven William
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