Marketing: the core

by Kerin, Roger A.

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Title Statements

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

Edition Statements

Publication Date:2016
Edition:6e [edition]

Publication Statements

Publisher(s):McGraw-Hill Education
Place of Publication:New York, NY
Language:eng
Publication Date:2016

The Physical Object

Description:xlii, 531 pages : : illustrations ; : 28 cm

Edition Identifiers

ISBN:9780077729035, 007772903X
oclc:ocn895255825
LC Classification:HF5415
Dewey Decimal:658.8

Part One: Initiating the Marketing Process. Ch. 1: Creating Customer Relationships and Value through Marketing -- Ch. 2 Developing Successful Organizational and Marketing Strategies -- Appendix A: Building an Effective Marketing Plan -- Ch. 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility.

Part Two: Understanding Buyers and Markets. Ch. 4: Understanding Consumer Behavior -- Ch. 5: Understanding Organizations as Customers -- Ch. 6: Understanding and Reaching Global Consumers and Markets.

Part Three: Targeting Marketing Opportunities. Ch. 7: Marketing Research: From Customer Insights to Actions -- Ch. 8: Market Segmentation, Targeting, and Positioning.

Part Four: Satisfying Marketing Opportunities. Ch. 9: Developing New Products and Services -- Ch. 10: Managing Successful Products, Services, and Brands -- Ch. 11: Pricing Products and Services -- Ch. 12: Managing Marketing Channels and Supply Chains -- Ch. 13: Retailing and Wholesaling -- Ch. 14: Integrated Marketing Communications and Direct Marketing.

Ch. 15: Advertising, Sales Promotion, and Public Relations -- Ch. 16: Using Social Media to Connect with Consumers -- Ch. 17: Personal Selli…