Loose Leaf Marketing with ConnectPlus / Edition 12

Loose Leaf Marketing with ConnectPlus / Edition 12

by Roger Kerin, Steven Hartley, William Rudelius
     
 

ISBN-10: 1259226581

ISBN-13: 9781259226588

Pub. Date: 09/28/2014

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. Also available in a package with Connect.

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. Also available in a package with Connect.

Product Details

ISBN-13:
9781259226588
Publisher:
McGraw-Hill Higher Education
Publication date:
09/28/2014
Edition description:
List
Sales rank:
694,666
Product dimensions:
8.30(w) x 10.90(h) x 1.00(d)
Age Range:
18 Years

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing

PART 2: 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 3: TARGETING MAREKETING OPPORTUNITIES
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning

PART 4: SATISFYING MARKETING OPPORTUNITIES
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases

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