Marketing: the core. / Roger A. Kerin, Stephen W. Hartley
Material type: TextPublisher: New York: McGraw-Hill/ Irwin, 2018Edition: 7th edDescription: xli, 562 p. : ill. ; 28 cmISBN: 9781259899294Subject(s): MarketingLOC classification: HF5415.K45Item type | Current location | Home library | Call 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.K45(7e) (Browse shelf) | Available | K/3007/0105/23 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves, Shelving location: General Stacks Close shelf browser
HF5415.13.P38(11e) Marketing management: knowledge and skills. / | HF5415.13.M36(3e) Marketing management. / | HF5415.13.C63(5e) The marketing plan. / | HF5415.K45(7e) Marketing: the core. / | HF5415.13.M35(8e) Marketing strategy: a decision-focused approach. / | HF5415.13.B66(8e) Marketing management : a strategic decision-making approach. / | HF5415.2.H25(3e) Essentials of marketing research. / |
Includes index.
Contents: Part 1 Initiating the marketing process: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- Part 2 Understanding buyers and markets: Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Part 3 Targeting marketing opportunities: Marketing research: from customer insights to actions -- Market segmentation,targeting, and positioning -- Part 4 Satisfying marketing opportunities: Developing new products and services -- Managing successful products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion and public relations -- Using social media and mobile marketing to connect with consumers -- Personal selling and sales management -- Part 5: Managing the marketing process: Implementing interactive and multichannel marketing --
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