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McGraw-Hill Companies, The
Marketing: The Core with Powerweb / Edition 1

Marketing: The Core with Powerweb / Edition 1


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Marketing: The Core with Powerweb / Edition 1

MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise package. The Core distills Marketing's 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester/quarter. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that's equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.

Product Details

ISBN-13: 9780072880373
Publisher: McGraw-Hill Companies, The
Publication date: 07/25/2003
Edition description: Older Edition
Pages: 480
Product dimensions: 8.40(w) x 10.80(h) x 0.90(d)

Table of Contents

Part 1: Initiating the Marketing ProcessChapter 1: Developing Customer Relationships and Value through Marketing Chapter 2: Chapter 2: Linking Marketing and Corporate Strategies Chapter 3: Scanning the Marketing Environment Chapter 4: Ethics and Social Responsibility in Marketing Part 2: Understanding Buyers and Markets Chapter 5: Consumer Behavior Chapter 6: Organizational Markets and Buying Behavior Chapter 7: Reaching Global Markets Part 3: Targeting Marketing Opportunities Chapter 8: Turning Marketing Information into Action Chapter 9: Identifying Market Segments and Targets Part 4: Satisfying Marketing Opportunities Chapter 10: Developing New Products and Services Chapter 11: Managing Products, Services, and Brands Chapter 12: Pricing Products and Services Chapter 13: Managing Marketing Channels and Supply Chains Chapter 14: Retailing and Wholesaling Chapter 15: Integrated Marketing, Communications, and Direct Marketing (and more...)

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