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Marketing: The Core

Marketing: The Core

8th Edition
By Roger Kerin and Steven Hartley
ISBN10: 1260711455
ISBN13: 9781260711455
Copyright: 2020
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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
1 Creating Customer Relationships and Value through Marketing 
2 Developing Successful Organizational and Marketing Strategies 
Appendix 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 Connect with Consumers
18 Personal Selling and Sales Management 
Appendix B Planning a Career in Marketing