Marketing: the core . / Roger A. Kerin, Stephen W. Hartley, William Rudelius
Material type: TextPublisher: New York: McGraw-Hill/ Irwin, 2013Edition: 5th edDescription: xlvii, 507 p. : ill. ; 28 cmISBN: 9780078028922LOC classification: HF5415.K452(5e)Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Includes index.
Content: New coverage of customer value proposition and new examples, including Facebook and trader Joe's. -- New coverage of social entrepreneurship, marketing dashboards, and a new case on IBM smarter planet strategy -- Integration of content on the marketing environment, ethical behavior, and social responsibility and a new video case on Toyota's green car initiatives -- New examples of consumer behavior concepts -- Updated coverage of supplier diversity and new video case -- New material on Dell's global growth, world trade flows, and cultural influence on advertising -- New coverage of marketing metrics for social media and the explosion of internet data mining -- New market-product grid example, and new product differentiation, cannibalization, and competition discussions -- New examples of product failures, new marketing matters box, new test market discussion -- Updated examples and new Mary Kay video case -- New coverage of Vizo's value prizing, Amazon's penetration prizing, and a new dashboard -- New examples of exclusive distribution and disintermediation -- Introduction of location services, green retailing, shopper marketing, and integration of wholesaling -- Introduction of the "twitterverse," updated coverage of mobile marketing, new material on :do not track" legislation, and a new video case on mountain dew -- New advertising and sales promotion examples and content -- New chapter on social media marketing! Chapter 16 addresses the incredible growth and impact of social media on the marketing discipline -- New chapter opening example and updated description of salesperson time allocations -- Updated examples and descriptions of the interactive marketing environment.
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