Marketing / Roger A. Kerin, Steven W. Hartley, William Rudelius.

Includes bibliographical references and indexes.

Initiating the marketing process. Creating customer relationships and value through marketing -- Developing successful marketing and organizational strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding buyers and markets. Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Targeting marketing opportunities. Marketing research: from customer insights to actions -- Market segmentation, targeting, and positioning -- Satisfying marketing opportunities. Developing new products and services.

Managing successful products and brands -- Services marketing -- Building the price foundation -- Arriving at the final price -- Managing marketing channels and wholesailing -- Customer-driven supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process. Implementing interactive and multichannel marketing -- Pulling it all together: the strategic marketing process.