TY  - BOOK
AU  - Kerin, Roger A.
AU  - Hartley, Steven W.
AU  - Rudelius, William.
TI  - Marketing: the core.
SN  - 9780077861032
AV  - HF5415.M29(12e) 
PY  - 2015///
CY  - New York
PB  - McGraw-Hill
KW  - Marketing
N1  - 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:
ER  -