000			03715cam a2200421 i 4500
001			ocn496956052
003			OCoLC
005			20240726083530.0
008			100723s2011 nyuab b 001 0 eng
010			_a2010030951
016	7		_a015605380 _2Uk
020			_a9780078112065
035			_a(OCoLC)496956052
040			_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dYDXCP _dCDX _dZAD _dUKMGB _dOKN _dOCLCF _dSBI
049			_aSBIM
050	0	4	_aHF5415.R915.K475 2011
050	0	4	_aHF5415
100	1		_aKerin, Roger A, _e1
245	1	0	_aMarketing : _bthe core / _cRoger A. Kerin, Steven W. Hartley, William Rudelius. _hPR
250			_aforth edition.
260			_aNew York : _bMcGraw-Hill/Irwin, _c(c)2011.
300			_axlix, 500 pages : _bcolor illustrations, color maps ; _c28 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_a1 (pages 447-468) and indexes.
505	0	0	_aPART 1: Initiating the marketing process -- _t1. Creating customer relationships and value through marketing -- _t2. Developing successful marketing and organizational strategies -- _t3. Scanning the marketing environment -- _t4. Ethical and social responsibility in marketing -- _tPennsylvaniaRT 2: Understanding buyers and markets -- _t5. Understanding consumer behavior -- _t6. Understanding organizations as customers -- _t7. Understanding and reaching global consumers and markets -- _tPennsylvaniaRT 3: Targeting marketing opportunities -- _t8. Marketing research: From customer insights to actions -- _t9. Market segmentation, targeting, and positioning -- _tPennsylvaniaRT 4: Satisfying marketing opportunities -- _t10. Developing new products and services -- _t11. Managing successful products, services, and brands -- _t12. Pricing products and services -- _t13. Managing marketing channels and supply chains -- _t14. Retailing and wholesaling -- _t15. Integrated marketing communications and direct marketing -- _t16. Advertising, sales promotion, and public relations -- _t17. Personal selling and sales management -- _t18. Implementing interactive and multichannel marketing.
520	2		_aNew 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.
530			_a2
650		0	_aMarketing.
700	1		_aHartley, Steven William.
700	1		_aRudelius, William.
907			_a.b17103617 _b03-24-15 _c03-24-15
942			_cBK _hHF _m2011 _e _i2018-07-15 _k0.00
998			_acim _b03-24-15 _cm _da _e- _feng _gnyu _h0
994			_aC0 _bSBI
945			_g1 _i31923001867858 _j2 _lcimc _nDN _o- _p0.00 _q- _r- _s- -- _t61 _u1 _v0 _w1 _x0 _y.i20182594 _z03-24-15
999			_c7591 _d7591
902			_a1 _bCynthia Snell _c1 _dCynthia Snell