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Marketing

Author: Roger A Kerin; Steven William Hartley
Publisher: New York : McGraw-Hill Education, [2017]
Edition/Format:   Print book : English : Thirteenth editionView all editions and formats
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Document Type: Book
All Authors / Contributors: Roger A Kerin; Steven William Hartley
ISBN: 9781259573545 1259573540 1259921743 9781259921742
OCLC Number: 931476712
Description: xlv, 719 pages ; 29 cm
Contents: Initiating the marketing process. Creating customer relations and value through marketing ; Developing successful organizational and marketing strategies ; Scanning the marketing environment ; Ethical and social responsibility for sustainable marketing --
Understanding buyers and markets. Understanding consumer behavior ; Understanding organizations as customers ; Understanding the reaching global consumers and markets --
Targeting marketing opportunities. marketing research : from customer insights to actions ; market segmentation, targeting, and positioning --
Satisfying marketing opportunities. Developing new products and services ; Managing successful products, services, and brands ; Services marketing ; Building the price foundation ; Arriving at the final price ; Managing marketing channels and supply chains ; Retailing and wholesaling ; Integrated marketing communications and direct marketing ; Advertising, sales promotion, and public relations ; Using social media and mobile marketing to connect with consumers ; personal selling and sales management --
Managing the marketing process. Implementing interactive and multichannel marketing ; 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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