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

By: Contributor(s): Material type: TextTextPublication details: Boston : McGraw-Hill/Irwin, c2009.Edition: 9th edDescription: liii, 746 p. : ill. (some col.) ; 29 cmISBN:
  • 9780073529936 (alk. paper)
  • 0073529931 (alk. paper)
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • .M29474 2011
Contents:
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.
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Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) Available BK0041797
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) 030431 Available BK0040589
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.30427 Available BK0040584
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.30428 Available BK0040587
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.30520 Available BK0040583
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.030425 Available BK0040586
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.030426 Available BK0040590
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.030430 Available BK0040592
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.030432 Available BK0040593
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.030519 Available BK0040578
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.031439 Available BK0041794
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.031440 Available BK0040581
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.031441 Available BK0041804
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.031442 Available BK0041800
Books Books Chinhoyi University of Technology Libraries Chinhoyi University of Technology Libraries HF 5415 KER (Browse shelf(Opens below)) c.031443 Available BK0041807
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HF 5415 KER Marketing / HF 5415 KER Marketing / HF 5415 KER Marketing / HF 5415 KER Marketing / HF 5415 KER Marketing / HF 5415 KER Marketing / HF 5415 KER Marketing : the core /

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.

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