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Marketing: the core. / Roger A. Kerin, Steven W. Hartley and William Rudelius.

By: Kerin, Roger AContributor(s): Hartley, Steven W | Rudelius, WilliamMaterial type: TextTextPublisher: New York: McGraw-Hill, 2015Edition: 12th edDescription: xliv, 740 p. : ill. ; 28 cmISBN: 9780077861032; 0077861035Subject(s): LOC classification: HF5415.M29(12e)
Contents:
Content: 1. Initiating the marketing process: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- 2. Understanding buyers and markets: Understanding buyers and markets: Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- 3. Targeting marketing opportunities:
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Includes index.

Content: 1. Initiating the marketing process: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- 2. Understanding buyers and markets: Understanding buyers and markets: Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- 3. Targeting marketing opportunities:

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