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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 edition
Summary:

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

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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: PART 1: INITIATING THE MARKETING PROCESS Chapter 1: Creating Customer Relationships and Value through MarketingChapter 2: Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in MarketingPART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MAREKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate Cases
Responsibility: Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver, William Rudelius, University of Minnesota.

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