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Marketing

Author: Roger A Kerin; Steven William Hartley; William Rudelius
Publisher: New York, NY : McGraw-Hill Education, [2015]
Edition/Format:   Print book : English : Twelfth editionView all editions and formats
Summary:
"Marketing, 12th Edition" utilizes a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of "Marketing" and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The  Read more...
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Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven William Hartley; William Rudelius
ISBN: 9780077861032 0077861035
OCLC Number: 861966444
Description: xliv, 740 pages : color illustrations and color maps ; 29 cm
Contents: Creating customer relationships and value through marketing --
Developing successful organizational and marketing strategies --
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 --
Marketing segmentation, targeting, and positioning --
Developing new products and services --
Managing successful products, services, and brands --
Services marketing --
Building the price foundation --
Arriving at the final price --
Managing marketing channels and supply chains --
Retailing and wholesaling --
Integrated marketing communications and direct marketing --
Advertising, sales promotion, and public relations --
Using social media to connect with consumers --
Personal selling and sales management --
Implementing interactive and multichannel marketing --
Pulling it all together: the strategic marketing process.
Responsibility: Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver, William Rudelius, University of Minnesota.

Abstract:

Utilises a pedagogical approach. This book helps you create an exceptional experience for students and instructors of marketing.  Read more...

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