Marketing

by Kerin, Roger A.

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Title Statements

Full title :Marketing / Roger A. Kerin, Steven W. Hartley, William Rudelius.

Edition Statements

Publication Date:©2011.
Edition:10th ed

Publication Statements

Publisher(s):McGraw-Hill/Irwin
Place of Publication:Boston
Language:eng
Publication Date:©2011.

The Physical Object

Description:1 online resource (liii, 746 pages) : : illustrations (some color)

Edition Identifiers

ISBN:1283394863, 9781283394864
oclc:ocn911061678
LC Classification:HF5415
Dewey Decimal:658.8

Initiating the marketing process. Creating customer relationships and value through marketing -- Developing successful marketing and organizational strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding buyers and markets. Understanding consumer behavior -- Understanding organizations as customers -- Understanding and 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 and brands -- Services marketing -- Building the price foundation -- Arriving at the final price -- Managing marketing channels and wholesailing -- Customer-driven 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 -- Pulling it all together: the strategic marketing process.