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:2018
Edition:Seventh Edition

Publication Statements

Publisher(s):McGraw-Hill Education
Place of Publication:New York, NY
Language:eng
Publication Date:2018

Notes

Revised edition of Marketing, 2016.

The Physical Object

Description:xli, 562 pages : : color illustrations ; : 28 cm

Edition Identifiers

ISBN:9781259712364, 1259712362, 9781260152135, 1260152138
oclc:ocn960940331
LC Classification:HF5415
Dewey Decimal:658.8

Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- 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, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using social media to connect with consumers -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Appendix B: Planning a career in marketing -- Glossary -- Name index -- Com…