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

Summary

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 -- Company/product index -- Subject index