TY  - BOOK
AU  - Kerin, Roger A.
AU  - Hartley, Steven W.
TI  - Marketing: the core .
SN  - 9781260483451
AV  - HF5415.K45 
PY  - 2020///
CY  - New York
PB  - McGraw-Hill/ Irwin
N1  - Includes index; Contents: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding customer behavior -- Understanding organizations as customers -- Understanding and reaching global customers and markets -- Marketing research from customer insights to actions -- Market segmentation, targeting and positioning -- Developing new products and services --- Managing successful products, services and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Implementing interactive and multichannel marketing -- Integrating marketing communications and direct marketing -- Advertising, sales and promotion, and public relations -- Using social media and mobile marketing to connect with customers -- Personal selling and sales management  


ER  -