Marketing / Edition 11

Marketing / Edition 11

3.3 3
by Roger Kerin, Steven Hartley, William Rudelius
     
 

Experience, Leadership, Innovation. This edition of Marketing 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 author team is committed to (1) building onSee more details below

Overview

Experience, Leadership, Innovation. This edition of Marketing 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 author team is committed to (1) building on past experiences as authors, (2) continuing their leadership role in bringing new topics and perspectives to the classroom, and (3) focusing on pedagogical innovation that truly responds to new teaching and learning styles.

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 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 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.

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Product Details

ISBN-13:
9780078028892
Publisher:
McGraw-Hill Professional Publishing
Publication date:
02/17/2012
Pages:
800
Sales rank:
218,742
Product dimensions:
8.70(w) x 10.90(h) x 1.30(d)

Meet the Author

William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.

Steven W. Hartley è professor of Marketing nel Daniels College of Business presso la University of Denver.

Roger A. Kerin è Harold C. Simmons Distinguished Professor presso la SMU Cox School of Business.

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 Insights to Action

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: 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: Social Media Marketing

Chapter 20: Personal Selling and Sales Management

Part Five-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

Glossary

Chapter Notes

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