Marketing The Core

ISBN-10: 0078112060
ISBN-13: 9780078112065
Edition: 4th 2011
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Description: MARKETING: THE CORE, 4/e by 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 Marketings 21 chapters down to 18,  More...

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Book details

List price: $97.99
Edition: 4th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 11/1/2010
Binding: Paperback
Pages: 552
Size: 8.25" wide x 10.75" long x 0.75" tall
Weight: 2.750
Language: English

MARKETING: THE CORE, 4/e by 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 Marketings 21 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester.

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, 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
Planning a Career in Marketing

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