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Marketing /
Roger A. Kerin ... [et al.].
- 8th ed.
- New York : McGraw-Hill/Irwin, c2006.
- xlvi, 733 p. : col. ill., col. maps ; 29 cm.
- McGraw-Hill/Irwin series in marketing .
- McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references (p. 673-700) and indexes.
Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process.
0072828803 (text : alk. paper) 9780072828801 (text : alk. paper) 0073080152 (pkg. : alk. paper) 9780073080154 (pkg. : alk. paper) 0071116087 (International ed.) 9780071116084 (International ed.) 0071116095 9780071116091
2004065542
GBA826956 bnb
Marketing.
658.8
Includes bibliographical references (p. 673-700) and indexes.
Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process.
0072828803 (text : alk. paper) 9780072828801 (text : alk. paper) 0073080152 (pkg. : alk. paper) 9780073080154 (pkg. : alk. paper) 0071116087 (International ed.) 9780071116084 (International ed.) 0071116095 9780071116091
2004065542
GBA826956 bnb
Marketing.
658.8