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Marketing / Edition 9
     

Marketing / Edition 9

by Roger Kerin, Steven Hartley, William Rudelius
 

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ISBN-10: 0073404721

ISBN-13: 9780073404721

Pub. Date: 03/20/2008

Publisher: McGraw-Hill Higher Education

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

Overview

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:
9780073404721
Publisher:
McGraw-Hill Higher Education
Publication date:
03/20/2008
Edition description:
Older Edition
Pages:
784
Product dimensions:
8.70(w) x 11.00(h) x 1.50(d)

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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