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Marketing

Author: Roger A Kerin; Steven W Hartley
Publisher: New York, NY : McGraw-Hill Education, [2019] ©2019
Edition/Format:   Print book : English : Fourteenth EditionView all editions and formats
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Genre/Form: Leermiddelen (vorm)
Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven W Hartley
ISBN: 9781259924040 1259924041 9781260092110 1260092119 9781260157727 1260157725
OCLC Number: 1019833779
Notes: Revised edition of the authors' Marketing, [2017].
Description: xliii, 734 pages : color illustrations ; 28 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 for Sustainable 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 Marketing 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 BrandsChapter 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 and Mobile Marketing to Connect with Consumers Chapter 20: Personal Selling and Sales ManagementPart 5: Managing the Marketing Process Chapter 21: Implementing Interactive and Multi-channel MarketingChapter 22: Pulling It All Together: The Strategic Marketing Process
Responsibility: Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver.

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