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ISBN10: 1266786635 | ISBN13: 9781266786631
ISBN10: 1266786635
ISBN13: 9781266786631
* 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.
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This title, a briefer 18-chapter version of Kerin/Hartley's Marketing, adopts a pedagogical approach emphasizing high engagement, personalized marketing, comprehensive coverage, a rigorous framework, marketing decision-making, and integrated technology. It highlights engagement, leadership, and innovation: 1) Engagement: Prioritizing deep involvement, it employs an interactive, easy-to-read writing style with active learning techniques. 1) Leadership: The content, presented conversationally, focuses on current, data-driven decision-making. It covers traditional and contemporary marketing concepts, and hyperlinked assignments aid activity correlation. 3) Innovation: Pedagogical tools align with modern learning styles, integrating up-to-date technology like in-text video links, hyperlinked PowerPoint slides, a regularly updated author blog, and an enhanced Marketing Video Library. These elements complement the robust McGraw Hill Connect® Marketing digital learning solution.
PART 1: INITIATING THE MARKETING PROCESS
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing Plan
3. Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
PART 2: UNDERSTANDING BUYERS AND MARKETS
4. Understanding Consumer Behavior
5. Understanding Organizations as Customers
6. Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
7. Marketing Research From Customer Insights to Actions
8. Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
9. Developing New Products and Services
10. Managing Successful Products, Services, and Brands
11. Pricing Products and Services
12. Managing Marketing Channels and Supply Chains
13. Retailing and Wholesaling
14. Implementing Interactive and Multichannel Marketing
15. Integrated Marketing Communications and Direct Marketing
16. Advertising, Sales Promotion, and Public Relations
17. Using Social Media and Mobile Marketing to Engage Consumers
18. Personal Selling and Sales Management
Appendix B: Planning a Career in Marketing
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing Plan
3. Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
PART 2: UNDERSTANDING BUYERS AND MARKETS
4. Understanding Consumer Behavior
5. Understanding Organizations as Customers
6. Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
7. Marketing Research From Customer Insights to Actions
8. Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
9. Developing New Products and Services
10. Managing Successful Products, Services, and Brands
11. Pricing Products and Services
12. Managing Marketing Channels and Supply Chains
13. Retailing and Wholesaling
14. Implementing Interactive and Multichannel Marketing
15. Integrated Marketing Communications and Direct Marketing
16. Advertising, Sales Promotion, and Public Relations
17. Using Social Media and Mobile Marketing to Engage Consumers
18. Personal Selling and Sales Management
Appendix B: Planning a Career in Marketing
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