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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.


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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 ; 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.


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