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Marketing : the core

Author: Roger A Kerin; Steven William Hartley; William Rudelius
Publisher: Boston : McGraw-Hill Irwin, ©2009.
Edition/Format:   book_printbook : English : 3/eView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Roger A Kerin; Steven William Hartley; William Rudelius
ISBN: 9780073381060 0073381063
OCLC Number: 244764074
Description: xli, 493 pages : illustrations (chiefly color), color maps ; 28 cm
Contents: Creating customer relationships and value through marketing --
Developing successful marketing and organizational strategies --
Appendix A: Building an effective marketing plan --
Scanning the marketing environment --
Ethical and social responsibility in marketing --
Understanding consumer behavior --
Understanding organizations as customers --
Understanding and reaching global consumers and markets --
Marketing research : from customer insights to actions --
Segmenting markets and positioning offerings --
Developing new products and services --
Managing products, services, and brands --
Pricing products and services --
Managing marketing channels and supply chains --
Retailing and wholesaling --
Integrated marketing communications and direct marketing --
Advertising, sales promotion, and public relations --
Personal selling and sales management --
Implementing interactive and multichannel marketing --
Appendix B: Planning a career in marketing --
Glossary.
Responsibility: Roger A. Kerin, Steven W. Hartley, William Rudelius.
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