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Marketing

Marketing

13th Edition
By Roger Kerin and Steven Hartley
Copyright: 2017
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ISBN10: 1259737977 | ISBN13: 9781259737978

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ISBN10: 1259738019 | ISBN13: 9781259738012

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ISBN10: 1259573540 | ISBN13: 9781259573545

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ISBN10: 1259896781 | ISBN13: 9781259896781

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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 in 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 to Connect with Consumers

Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS

Chapter 21: Implementing Interactive and Multichannel Marketing

Chapter 22: Pulling It All Together: The Strategic Marketing Process

Appendix C: Planning a Career in Marketing

Appendix D: Alternate Cases