Marketing : the core /
Kerin, Roger A,
Marketing : the core / [print] Roger A. Kerin, Steven W. Hartley, William Rudelius. - forth edition. - New York : McGraw-Hill/Irwin, (c)2011. - xlix, 500 pages : color illustrations, color maps ; 28 cm
PART 1: Initiating the marketing process -- 1. Creating customer relationships and value through marketing -- 2. Developing successful marketing and organizational strategies -- 3. Scanning the marketing environment -- 4. Ethical and social responsibility in marketing -- PennsylvaniaRT 2: Understanding buyers and markets -- 5. Understanding consumer behavior -- 6. Understanding organizations as customers -- 7. Understanding and reaching global consumers and markets -- PennsylvaniaRT 3: Targeting marketing opportunities -- 8. Marketing research: From customer insights to actions -- 9. Market segmentation, targeting, and positioning -- PennsylvaniaRT 4: Satisfying marketing opportunities -- 10. Developing new products and services -- 11. Managing successful products, services, and brands -- 12. Pricing products and services -- 13. Managing marketing channels and supply chains -- 14. Retailing and wholesaling -- 15. Integrated marketing communications and direct marketing -- 16. Advertising, sales promotion, and public relations -- 17. Personal selling and sales management -- 18. Implementing interactive and multichannel marketing.
New coverage of customer relationships, customer values, and social entrepreneurship. New coverage and examples of organizational strategies. Introduction of the GPS revolution and new trends in marketing. Integration of "triple bottom line", "Greenwashing", and new examples of ethics and social responsibility in marketing. New examples of consumer behavior concepts. Updated coverage of sustainable procurement. New emphasis on growth in emerging economies. New coverage of neuromarketing, buy-ology, and measuring social networks. Updated coverage of Zappos and Wendy's segmentation examples, and expanded discussion of perceptual maps. Introduction of open innovation, crowdsourcing, and industrial design. Updated product management and branding examples. New price examples. Channel management and supply chain updates. Introduction of cyber monday and other retailing trends. Introduction of the "Age of engage" in integrated marketing. New advertising and sales promotion examples and content. Updated description of salesperson qualifications. New and updated examples of interactive marketing. New and updated career information.
9780078112065
2010030951
015605380 Uk
Marketing.
HF5415.R915.K475 2011 HF5415
Marketing : the core / [print] Roger A. Kerin, Steven W. Hartley, William Rudelius. - forth edition. - New York : McGraw-Hill/Irwin, (c)2011. - xlix, 500 pages : color illustrations, color maps ; 28 cm
PART 1: Initiating the marketing process -- 1. Creating customer relationships and value through marketing -- 2. Developing successful marketing and organizational strategies -- 3. Scanning the marketing environment -- 4. Ethical and social responsibility in marketing -- PennsylvaniaRT 2: Understanding buyers and markets -- 5. Understanding consumer behavior -- 6. Understanding organizations as customers -- 7. Understanding and reaching global consumers and markets -- PennsylvaniaRT 3: Targeting marketing opportunities -- 8. Marketing research: From customer insights to actions -- 9. Market segmentation, targeting, and positioning -- PennsylvaniaRT 4: Satisfying marketing opportunities -- 10. Developing new products and services -- 11. Managing successful products, services, and brands -- 12. Pricing products and services -- 13. Managing marketing channels and supply chains -- 14. Retailing and wholesaling -- 15. Integrated marketing communications and direct marketing -- 16. Advertising, sales promotion, and public relations -- 17. Personal selling and sales management -- 18. Implementing interactive and multichannel marketing.
New coverage of customer relationships, customer values, and social entrepreneurship. New coverage and examples of organizational strategies. Introduction of the GPS revolution and new trends in marketing. Integration of "triple bottom line", "Greenwashing", and new examples of ethics and social responsibility in marketing. New examples of consumer behavior concepts. Updated coverage of sustainable procurement. New emphasis on growth in emerging economies. New coverage of neuromarketing, buy-ology, and measuring social networks. Updated coverage of Zappos and Wendy's segmentation examples, and expanded discussion of perceptual maps. Introduction of open innovation, crowdsourcing, and industrial design. Updated product management and branding examples. New price examples. Channel management and supply chain updates. Introduction of cyber monday and other retailing trends. Introduction of the "Age of engage" in integrated marketing. New advertising and sales promotion examples and content. Updated description of salesperson qualifications. New and updated examples of interactive marketing. New and updated career information.
9780078112065
2010030951
015605380 Uk
Marketing.
HF5415.R915.K475 2011 HF5415