Marketing The Core

Name: Marketing The Core
Price: 3.77 USD
Availability: InStock
ISBN: 9780078112065

ISBN-10: 0078112060

ISBN-13: 9780078112065

Edition: 4th 2011

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

List price: $97.99

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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, leaving instructors just the content they need to cover the essentials of marketing in a single semester.

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: 2.442
Language: English




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