skip to content
Marketing Preview this item
ClosePreview this item


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

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


(not yet rated) 0 with reviews - Be the first.

More like this


Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...


Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven William Hartley; William Rudelius
ISBN: 9780077861032 0077861035
OCLC Number: 861966444
Description: xliv, 740 pages ; 29 cm
Contents: PART 1: INITIATING THE MARKETING PROCESS Chapter 1: Creating Customer Relationships and Value through Marketing Chapter 2: Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment Chapter 4: Ethical and Social Responsibility in Marketing PART 2: UNDERSTANDING BUYERS AND MARKETS Chapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as Customers Chapter 7: Understanding and Reaching Global Consumers and Markets PART 3: TARGETING MAREKETING OPPORTUNITIES Chapter 8: Marketing Research: From Customer Insights to Actions Chapter 9: Market Segmentation, Targeting, and Positioning PART 4: SATISFYING MARKETING OPPORTUNITIES Chapter 10: Developing New Products and Services Chapter 11: Managing Successful Products, Services, and Brands Chapter 12: Services Marketing Chapter 13: Building the Price Foundation Chapter 14: Arriving at the Final Price Appendix B: Financial Aspects of Marketing Chapter 15: Managing Marketing Channels and Supply Chains Chapter 16: Retailing and Wholesaling Chapter 17: Integrated Marketing Communications and Direct Marketing Chapter 18: Advertising, Sales Promotion, and Public Relations Chapter 19: Using Social Media to Connect with Consumers Chapter 20: Personal Selling and Sales Management PART 5: MANAGING THE MARKETING PROCESS Chapter 21: Implementing Interactive and Multichannel Marketing Chapter 22: Pulling It All Together: The Strategic Marketing Process Appendix C: Planning a Career in Marketing Appendix D: Alternate Cases
Responsibility: Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver, William Rudelius, University of Minnesota.


User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...


Be the first.

Similar Items

Related Subjects:(1)

Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data

Primary Entity

<> # Marketing
    a schema:CreativeWork, schema:Book ;
    library:oclcnum "861966444" ;
    library:placeOfPublication <> ;
    schema:about <> ;
    schema:about <> ; # Marketing
    schema:bookEdition "Twelfth edition." ;
    schema:bookFormat bgn:PrintBook ;
    schema:contributor <> ; # William Rudelius
    schema:contributor <> ; # Steven William Hartley
    schema:creator <> ; # Roger A. Kerin
    schema:datePublished "2015" ;
    schema:exampleOfWork <> ;
    schema:inLanguage "en" ;
    schema:name "Marketing"@en ;
    schema:productID "861966444" ;
    schema:workExample <> ;
    wdrs:describedby <> ;

Related Entities

<> # Steven William Hartley
    a schema:Person ;
    schema:familyName "Hartley" ;
    schema:givenName "Steven William" ;
    schema:name "Steven William Hartley" ;

<> # William Rudelius
    a schema:Person ;
    schema:familyName "Rudelius" ;
    schema:givenName "William" ;
    schema:name "William Rudelius" ;

<> # Marketing
    a schema:Intangible ;
    schema:name "Marketing"@en ;

<> # Roger A. Kerin
    a schema:Person ;
    schema:familyName "Kerin" ;
    schema:givenName "Roger A." ;
    schema:name "Roger A. Kerin" ;

    a schema:ProductModel ;
    schema:isbn "0077861035" ;
    schema:isbn "9780077861032" ;

Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.