Marketing: The Core / Edition 5

Marketing: The Core / Edition 5

2.3 6
by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes
     
 

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ISBN-10: 0078028922

ISBN-13: 9780078028922

Pub. Date: 10/19/2012

Publisher: McGraw-Hill Education

Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing

Overview

Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—allow students to personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing: The Core the best choice for instructors seeking rigorous and balanced coverage of traditional and contemporary concepts.

Product Details

ISBN-13:
9780078028922
Publisher:
McGraw-Hill Education
Publication date:
10/19/2012
Edition description:
Older Edition
Pages:
560
Sales rank:
733,636
Product dimensions:
8.40(w) x 10.70(h) x 1.00(d)

Table of Contents

Part One: 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: Understanding 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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Marketing: The Core 2.3 out of 5 based on 0 ratings. 6 reviews.
Zamaya Taylor More than 1 year ago
After having this E-book and experiencing all these problems and not doing my best on test because I can't read my book. I will never buy an E-textbook again.
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