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

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublisher: New York, NY : McGraw-Hill/Irwin, [2013]Copyright date: ©2013Edition: Eleventh editionDescription: li, 745 pages : colour illustrations, colour maps ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0078028892
  • 9780078028892
Subject(s): DDC classification:
  • 658.8 23
LOC classification:
  • HF5415 .M29474 2013
Contents:
Part One. Initiating the Marketing Process: -- 1. Creating Customer Relationships and Value through Marketing -- 2. Developing Successful Marketing and Organizational Strategies -- Appendix A. Building an Effective Marketing Plan -- 3. Scanning the Marketing Environment -- 4. Ethical and Social Responsibility in Marketing -- Part Two. Understanding Buyers and Markets: -- 5. Understanding Consumer Behavior -- 6. Understanding Organizations as Customers -- 7. Understanding and Reaching Global Consumers and Markets -- Part Three. Targeting Marketing Opportunities: -- 8. Marketing Research: From Insights to Action -- 9. Market Segmentation, Targeting, and Positioning -- Part Four. Satisfying Marketing Opportunities: -- 10. Developing New Products and Services -- 11. Managing Successful Products, Services, and Brands -- 12. Services Marketing -- 13. Building the Price Foundation -- 14. Arriving at the Final Price -- Appendix B. Financial Aspects of Marketing -- 15. Managing Marketing Channels and Supply Chains -- 16. Retailing and Wholesaling -- 17. Integrated Marketing Communications and Direct Marketing -- 18. Advertising, Sales Promotion, and Public Relations -- 19. Social Media Marketing -- 20. Personal Selling and Sales Management -- Part Five. Managing the Marketing Process -- 21. Implementing Interactive and Multichannel Marketing -- 22. Pulling It All Together: The Strategic Marketing Process -- Appendix C. Planning a Career in Marketing -- Appendix D. Alternate Cases -- Glossary -- Chapter Notes.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.8 KER (Browse shelf(Opens below)) 1 Available A519072B

Includes bibliographical references and index.

Part One. Initiating the Marketing Process: -- 1. Creating Customer Relationships and Value through Marketing -- 2. Developing Successful Marketing and Organizational Strategies -- Appendix A. Building an Effective Marketing Plan -- 3. Scanning the Marketing Environment -- 4. Ethical and Social Responsibility in Marketing -- Part Two. Understanding Buyers and Markets: -- 5. Understanding Consumer Behavior -- 6. Understanding Organizations as Customers -- 7. Understanding and Reaching Global Consumers and Markets -- Part Three. Targeting Marketing Opportunities: -- 8. Marketing Research: From Insights to Action -- 9. Market Segmentation, Targeting, and Positioning -- Part Four. Satisfying Marketing Opportunities: -- 10. Developing New Products and Services -- 11. Managing Successful Products, Services, and Brands -- 12. Services Marketing -- 13. Building the Price Foundation -- 14. Arriving at the Final Price -- Appendix B. Financial Aspects of Marketing -- 15. Managing Marketing Channels and Supply Chains -- 16. Retailing and Wholesaling -- 17. Integrated Marketing Communications and Direct Marketing -- 18. Advertising, Sales Promotion, and Public Relations -- 19. Social Media Marketing -- 20. Personal Selling and Sales Management -- Part Five. Managing the Marketing Process -- 21. Implementing Interactive and Multichannel Marketing -- 22. Pulling It All Together: The Strategic Marketing Process -- Appendix C. Planning a Career in Marketing -- Appendix D. Alternate Cases -- Glossary -- Chapter Notes.

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