Marketing: / Roger A. Kerin, Steven W. Hartley and William Rudelius.
Material type: TextPublisher: New York: McGraw-Hill, 2015Edition: 12th edDescription: xliv, 740 p. : ill. ; 28 cmISBN: 9780077861032; 0077861035Subject(s): LOC classification: HF5415.M29(12e)Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.M29(12e) (Browse shelf) | 1 | Available | K/1496/1496/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.M291(12e) (Browse shelf) | 2 | Available | K/1497/1497/19 | |
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HF5415.M298(12e) Marketing: / | HF5415.M299(12e) Marketing: / | HF5415.M300(12e) Marketing: / | HF5415.M301(12e) Marketing: / | HF5635.K47(9e) Intermediate accounting. / | HF5429.L48(9e) Retailing management. / | HF5429.L481(9e) Retailing management. / |
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: Marketing research: From customer insights to actions -- Market segmentation, targeting, and positioning -- 4.Satisfying marketing opportunities: Developing new products and services -- Managing successful products, services, and brands -- Service marketing -- Building the price foundation -- Arriving at the final price -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using Social media to connect with consumers -- Personal selling and sales management -- 5. Managing the marketing process: Implementing interactive and multichannel marketing -- Pulling it all together: the strategic marketing process --
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