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Marketing

Author: Roger A Kerin
Publisher: New York : McGraw-Hill/Irwin, ©2006.
Series: McGraw-Hill/Irwin series in marketing.
Edition/Format:   Print book : English : 8th edView all editions and formats
Summary:

Presented in a conversational student-oriented style, this book and package is designed to meet the needs of a spectrum of faculty ranging from the professor who just wants a textbook and a few key  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Roger A Kerin
ISBN: 0072828803 9780072828801 0073080152 9780073080154 0071116087 9780071116084 0071116095 9780071116091
OCLC Number: 57243564
Description: xlvi, 733 pages : color illustrations, color maps ; 29 cm.
Contents: Initiating the marketing process--
Creating customer relationships and value through marketing --
Developing successful marketing and corporate strategies --
Appendix A Building an effective marketing plan --
Scanning the marketing environment --
Ethics and social responsibility in marketing --
Understanding buyers and markets --
Consumer behavior --
Organizational markets and buyer behavior --
Reaching global markets --
Targeting marketing opportunities --
Marketing research: from information to action --
Identifying market segments and targets --
Satisfying marketing opportunities --
Developing new products and services --
Managing products and brands --
Managing services --
Building the price foundation --
Arriving at the final price --
Appendix B Financial aspects of marketing --
Managing marketing channels and wholesaling --
Integrating supply chain and logistics management --
Retailing --
Integrated marketing communications and direct marketing --
Advertising, sales promotion, and public relations --
Personal selling and sales management --
Managing the marketing process --
Implementing interactive and multichannel marketing --
22 Pulling it all together: The strategic marketing process.
Series Title: McGraw-Hill/Irwin series in marketing.
Responsibility: Roger A. Kerin [and others].
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