LOOSE LEAF MARKETING / Edition 5

LOOSE LEAF MARKETING / Edition 5

by Roger Kerin, Steven Hartley, William Rudelius
     
 

ISBN-10: 0077517202

ISBN-13: 9780077517205

Pub. Date: 10/26/2012

Publisher: McGraw-Hill Higher Education

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students.

Overview

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students.

Product Details

ISBN-13:
9780077517205
Publisher:
McGraw-Hill Higher Education
Publication date:
10/26/2012
Pages:
560
Product dimensions:
8.30(w) x 10.80(h) x 0.90(d)
Age Range:
18 Years

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 Understand the Marketing Environment, Ethical Behavior, and Social Responsibility
Part Two Understanding Buyers and Markets
Chapter 4 Understanding Consumer Behavior
Chapter 5 Understanding Organizations as Customers
Chapter 6 Understanding and Reaching Global Consumers and Markets
Part Three Targeting Marketing Opportunities
Chapter 7 Marketing Research: From Customer Insights to Actions
Chapter 8 Market Segmentation, Targeting, and Positioning
Part Four Satisfying Marketing Opportunities
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 Integrated Marketing Communications and Direct Marketing
Chapter 15 Advertising, Sales Promotion, and Public Relations
Chapter 16 Using Social Media to Connect with Consumers
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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