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Marketing : the core

Author: Roger A Kerin; Steven W Hartley
Publisher: New York, NY : McGraw-Hill, 2016.
Edition/Format:   Print book : English : 6. edView all editions and formats
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A title that focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions that is only further bolstered by the author team's  Read more...

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Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven W Hartley
ISBN: 007772903X 9780077729035
OCLC Number: 905008715
Description: XLII, 531 Seiten : zahlreiche Illustrationen
Contents: Part One: Initiating the Marketing ProcessChapter 1: Creating Customer Relationships and Value through MarketingChapter 2 Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Part Two: Understanding Buyers and MarketsChapter 4: Understanding Consumer Behavior Chapter 5: Understanding Organizations as Customers Chapter 6: Understanding and Reaching Global Consumers and Markets Part Three: Targeting Marketing OpportunitiesChapter 7: Marketing Research: From Customer Insights to Actions Chapter 8: Market Segmentation, Targeting, and Positioning Part Four: Satisfying Marketing OpportunitiesChapter 9: Developing New Products and Services Chapter 10: Managing Successful Products, Services, and Brands Chapter 11: Pricing Products and Services Chapter 12: Managing Marketing Channels and Supply Chains Chapter 13: Retailing and Wholesaling Chapter 14: Integrated Marketing Communications and Direct Marketing Chapter 15: Advertising, Sales Promotion, and Public Relations Chapter 16: Using Social Media to Connect with ConsumersChapter 17: Personal Selling and Sales Management Chapter 18: Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing
Responsibility: Roger A. Kerin ; Steven W. Hartley.

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