Loose Leaf Marketing: The Core / Edition 4

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More About This Textbook

Overview

Marketing: the Core 4/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: the Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: the Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:

High Engagement Style - Easy-to-read, interactive, writing style that engages students through active

learning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and

contemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

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Product Details

  • ISBN-13: 9780077473624
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 10/5/2010
  • Edition number: 4
  • Product dimensions: 8.20 (w) x 10.80 (h) x 0.80 (d)

Table of Contents

Part One: Initiating the Marketing Process Chapter 1 Creating Customer Relationships and Value through Marketing Chapter 2 Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan Chapter 3 Scanning the Marketing Environment Chapter 4 Ethical and Social Responsibility in Marketing
Part Two: 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 Three: Targeting Marketing Opportunities Chapter 8 Marketing Research: From Customer Insights to Actions Chapter 9 Market Segmentation, Targeting, and Positioning
Part Four: Satisfying Marketing Opportunities Chapter 10 Developing New Products and Services Chapter 11 Managing Successful Products, Services, and Brands Chapter 12 Pricing Products and Services Chapter 13 Managing Marketing Channels and Supply Chains Chapter 14 Retailing and Wholesaling Chapter 15 Integrated Marketing Communications and Direct Marketing Chapter 16 Advertising, Sales Promotion, and Public Relations Chapter 17 Personal Selling and Sales Management Chapter 18 Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing

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