Marketing / Edition 10

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Overview

Marketing 10/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 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. 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: 9780077405380
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 1/15/2010
  • Edition number: 10
  • Product dimensions: 8.40 (w) x 10.80 (h) x 1.00 (d)

Table of Contents

Pt. I Initiating the Marketing Process
1 Marketing: A Focus on the Consumer 4
2 Marketing in the Organization: An Overview 30
3 The Changing Marketing Environment 56
4 Ethics and Social Responsibility in Marketing 88
Pt. II Understanding Buyers and Markets
5 Consumer Behavior 110
6 Organizational Markets and Buyer Behavior 138
Pt. III Targeting Marketing Opportunities
7 Collecting and Using Marketing Information 166
8 Market Segmentation, Targeting, and Positioning 194
9 Micromarketing, Information Technology, and Forecasting 222
Pt. IV Satisfying Marketing Opportunities
10 Developing New Products 252
11 Managing the Product 282
12 Pricing: Relating Objectives to Revenues and Costs 312
13 Pricing: Arriving at the Final Price 336
Appendix A: Financial Aspects of Marketing 366
14 Marketing Channels and Wholesaling 374
15 Physical Distribution and Logistics Management 402
16 Retailing 430
17 Promotional Process, Sales Promotion, and Publicity 462
18 Advertising 490
19 Personal Selling and Sales Management 516
Pt. V Managing the Marketing Process
20 The Strategic Marketing Process: The Planning Phase 546
21 The Strategic Marketing Process: Implementation and Control Phases 574
Pt. VI Expanding Marketing Settings
22 International Marketing 602
23 Marketing of Services 632
Appendix B: Career Planning in Marketing 656
Cases 676
Glossary 717
Notes 733
Author Index 759
Company and Product Index 767
Subject Index 775
Credits 789
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