Marketing: /
Roger A. Kerin, Steven W. Hartley and William Rudelius.
- 12th ed.
- New York: McGraw-Hill, 2015.
- xliv, 740 p. : ill. ; 28 cm.
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 --