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Marketing

ISBN-10: 0073529931
ISBN-13: 9780073529936
Edition: 10th 2011
List price: $117.99
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Description: 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  More...

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Book details

List price: $117.99
Edition: 10th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 2/1/2010
Binding: Hardcover
Pages: 800
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 4.598
Language: English

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 facultyfrom 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.

Initiating the Marketing Process
Creating Customer Relationships and Value through Marketing
Developing Successful Marketing and Organizational Strategies
Building an Effective Marketing Plan
Scanning the Marketing Environment
Ethical and Social Responsibility in Marketing
Understanding Buyers and Markets
Understanding Consumer Behavior
Understanding Organizations as Customers
Understanding and Reaching Global Consumers and Markets
Targeting Marketing Opportunities
Marketing Research: From Customer Insights to Actions
Market Segmentation, Targeting, and Positioning
Satisfying Marketing Opportunities
Developing New Products and Services
Managing Successful Products and Brands
Services Marketing
Building the Price Foundation
Arriving at the Final Price
Financial Aspects of Marketing
Managing Marketing Channels and Wholesaling
Customer-Driven Supply Chain and Logistics Management
Retailing
Integrated Marketing Communications and Direct Marketing
Advertising, Sales Promotion, and Public Relations
Personal Selling and Sales Management
Managing the Marketing Process
Implementing Interactive and Multichannel Marketing
Pulling It All Together: The Strategic Marketing Process
Planning a Career in Marketing
Alternate Cases
Glossary
Learning Review Answers
Chapter Notes
Credits
Name Index
Company/Product Index
Subject Index

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