Marketing / Roger A. Kerin ... [et al.].
Contributor(s): Kerin, Roger A.Material type: BookSeries: McGraw-Hill/Irwin series in marketing: Publisher: New York : McGraw-Hill/Irwin, c2006Edition: 8th ed.Description: xlvi, 733 p. : col. ill., col. maps ; 29 cm.ISBN: 0072828803 (text : alk. paper); 9780072828801 (text : alk. paper); 0073080152 (pkg. : alk. paper); 9780073080154 (pkg. : alk. paper); 0071116087 (International ed.); 9780071116084 (International ed.); 0071116095; 9780071116091.Subject(s): MarketingDDC classification: Online resources: Publisher description | Table of contents only
|Item type||Current location||Collection||Call number||Status||Date due||Barcode|
|Book||USJ Library - Ilha Verde Campus||General Circulation||658.8 KER 2006||Available||25441|
|Book||USJ Library - Ilha Verde Campus||General Circulation||658.8 KER 2006||Available||23033|
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.