Marketing / Edition 11

Marketing / Edition 11

by Roger Kerin
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Pub. Date:
McGraw-Hill Higher Education
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Marketing / Edition 11

This market leading Principles of Marketing text is sold in two-year,four-year and graduate programs. This book is the students' first look into the world of Marketing. Using the active learning approach,the authors are preparing the students for the extraordinary marketplace they will be entering and learning about. The Fifth Edition focuses on creating customer value by providing exceptional knowledge,understanding,skills,decision-making tools,and support materials for both major and non-majors. From its introduction in 1985,Marketing has helped over 350,000 students and 2,100 instructors study and teach one of the most dynamic and challenging areas. Their innovative pedagogical approach,making the student the decision-maker,involves the student in the study of marketing and encourages them to think about their personal experiences as a consumer and by asking them to assume the role of marketing decision maker. Icons alert the reader to special topics including: customer value,global topics,technology,cross-functional,and ethical and social responsibility alerts.

Product Details

ISBN-13: 2900078028891
Publisher: McGraw-Hill Higher Education
Publication date: 02/17/2012
Edition description: List
Pages: 800
Product dimensions: 8.70(w) x 10.90(h) x 1.30(d)

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS Chapter 1: Creating Customer Relationships and Value through MarketingChapter 2: Developing Successful Organizational and Marketing Strategies

Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in MarketingPART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MARKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in MarketingAppendix D: Alternate Cases

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