TY  - BOOK
AU  - Kerin,Roger A.
AU  - Hartley,Steven William
AU  - Rudelius,William
TI  - Marketing
SN  - 9780073529936 (alk. paper)
U1  - 658.8 22
PY  - 2009///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Marketing
KW  - sears
N1  - 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
ER  -