Kerin, Roger A.
Marketing: the core . / Roger A. Kerin, Stephen W. Hartley - 8th ed. - New York: McGraw-Hill/ Irwin, 2020. - xli, 579 p. : ill. ; 28 cm.
Includes index.
Contents: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding customer behavior -- Understanding organizations as customers -- Understanding and reaching global customers and markets -- Marketing research from customer insights to actions -- Market segmentation, targeting and positioning -- Developing new products and services --- Managing successful products, services and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Implementing interactive and multichannel marketing -- Integrating marketing communications and direct marketing -- Advertising, sales and promotion, and public relations -- Using social media and mobile marketing to connect with customers -- Personal selling and sales management
9781260483451
HF5415.K45
Marketing: the core . / Roger A. Kerin, Stephen W. Hartley - 8th ed. - New York: McGraw-Hill/ Irwin, 2020. - xli, 579 p. : ill. ; 28 cm.
Includes index.
Contents: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding customer behavior -- Understanding organizations as customers -- Understanding and reaching global customers and markets -- Marketing research from customer insights to actions -- Market segmentation, targeting and positioning -- Developing new products and services --- Managing successful products, services and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Implementing interactive and multichannel marketing -- Integrating marketing communications and direct marketing -- Advertising, sales and promotion, and public relations -- Using social media and mobile marketing to connect with customers -- Personal selling and sales management
9781260483451
HF5415.K45