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ISBN-10: 0256219710

ISBN-13: 9780256219715

Edition: 5th 1997 (Student Manual, Study Guide, etc.)

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

List price: $30.63
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Book details

List price: $30.63
Edition: 5th
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Binding: Paperback
Size: 8.50" wide x 11.25" long x 1.00" tall
Weight: 2.244
Language: English

Initiating the Marketing Process
Marketing: A Focus on the Consumer
Marketing in the Organization: An Overview
The Changing Marketing Environment
Ethics and Social Responsibility in Marketing
Understanding Buyers and Markets
Consumer Behavior
Organizational Markets and Buyer Behavior
Targeting Marketing Opportunities
Collecting and Using Marketing Information
Market Segmentation, Targeting, and Positioning
Micromarketing, Information Technology, and Forecasting
Satisfying Marketing Opportunities
Developing New Products
Managing the Product
Pricing: Relating Objectives to Revenues and Costs
Pricing: Arriving at the Final Price
Appendix A: Financial Aspects of Marketing
Marketing Channels and Wholesaling
Physical Distribution and Logistics Management
Promotional Process, Sales Promotion, and Publicity
Personal Selling and Sales Management
Managing the Marketing Process
The Strategic Marketing Process: The Planning Phase
The Strategic Marketing Process: Implementation and Control Phases
Expanding Marketing Settings
International Marketing
Marketing of Services
Appendix B: Career Planning in Marketing
Author Index
Company and Product Index
Subject Index