Marketing The Core

Name: Marketing The Core
Price: 5.7 USD
Availability: InStock
ISBN: 9780073381060

ISBN-10: 0073381063

ISBN-13: 9780073381060

Edition: 3rd 2009

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

List price: $146.00

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Description:

MARKETING: THE CORE, 3/eby Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing's 21 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. 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…

Book details

List price: $146.00
Edition: 3rd
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 11/6/2008
Binding: Paperback
Pages: 512
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 2.530
Language: English




Creating Customer Relationships and Value through Marketing



Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan



Scanning the Marketing Environment



Ethical and Social Responsibility in Marketing



Understanding Consumer Behavior



Understanding Organizations as Customers



Understanding and Reaching Global Consumers and Markets



Marketing Research: From Customer Insights to Actions



Segmenting, Positioning and Forecasting Markets



Developing New Products and Services



Managing Products, Services, and Brands



Pricing Products and Services



Managing Marketing Channels and Supply Chains



Retailing and Wholesaling



Integrated Marketing Communications and Direct Marketing



Advertising, Sales Promotion, and Public Relations



Personal Selling and Sales Management



Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing