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Marketing

Marketing

  • 14th Edition
By Roger Kerin and Steven Hartley
Copyright: 2019
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ISBN10: 1260157695 | ISBN13: 9781260157697

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ISBN10: 1260502007 | ISBN13: 9781260502008

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ISBN10: 1260157725 | ISBN13: 9781260157727

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ISBN10: 1260574687 | ISBN13: 9781260574685

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The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Part 1: Initiating the Marketing Process 
Chapter 1: Creating Customer Relationships and Value through Marketing 
Chapter 2: Developing Successful Organizational and Marketing Strategies 
Appendix A:  Building an Effective Marketing Plan 
Chapter 3: Scanning the Marketing Environment                                   
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing 
Part 2: Understanding Buyers and Markets 
Chapter 5: Understanding Consumer Behavior  
Chapter 6: Understanding Organizations as Customers 
Chapter 7: Understanding and Reaching Global Consumers and Markets 
Part 3: Targeting Marketing Opportunities 
Chapter 8: Marketing Research: From Customer Insights to Actions 
Chapter 9: Market Segmentation, Targeting, and Positioning  
Part 4: Satisfying Marketing Opportunities 
Chapter 10: Developing New Products and Services 
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing 
Chapter 13: Building the Price Foundation 
Chapter 14: Arriving at the Final Price 
Appendix B:  Financial Aspects of Marketing 
Chapter 15: Managing Marketing Channels and Supply Chains 
Chapter 16: Retailing and Wholesaling  
Chapter 17: Integrated Marketing Communications and Direct Marketing  
Chapter 18: Advertising, Sales Promotion, and Public Relations 
Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers 
Chapter 20: Personal Selling and Sales Management
Part 5: Managing the Marketing Process 
Chapter 21: Implementing Interactive and Multi-channel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process