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Authors: Roger Kerin and Steven Hartley
Chapter 1 Creating Customer Relationships and Value through Marketing
Chapter 2 Developing Successful Organizational and Marketing Strategies
Chapter 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
Chapter 4 Understanding Consumer Behavior
Chapter 5 Understanding Organizations as Customers
Chapter 6 Understanding and Reaching Global Consumers and Markets
Chapter 7 Marketing Research: From Customer Insights to Actions
Chapter 8 Market Segmentation, Targeting, and Positioning
Chapter 9 Developing New Products and Services
Chapter 10 Managing Successful Products, Services, and Brands
Chapter 11 Pricing Products and Services
Chapter 12 Managing Marketing Channels and Supply Chains
Chapter 13 Retailing and Wholesaling
Chapter 14 Implementing Interactive and Multichannel Marketing
Chapter 15 Integrated Marketing Communications and Direct Marketing
Chapter 16 Advertising, Sales Promotion, and Public Relations
Chapter 17 Using Social Media and Mobile Marketing to Connect with Consumers
Chapter 18 Personal Selling and Sales Management
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