Marketing

by Kerin, Roger A.

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Title Statements

Full title :Marketing / Roger A. Kerin, Southern Methodist University, Steven W. Hartley, University of Denver.

Edition Statements

Publication Date:2017
Edition:Thirteenth edition

Publication Statements

Publisher(s):McGraw-Hill Education
Place of Publication:New York
Language:eng
Publication Date:2017

The Physical Object

Description:xlv, 719 pages ; : 29 cm

Edition Identifiers

ISBN:9781259573545, 1259573540, 1259921743, 9781259921742
oclc:ocn931476712
LC Classification:HF5415
Dewey Decimal:658.8

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 strate…