Marketing

Name: Marketing
Availability: OutOfStock
ISBN: 9780256219715

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


Retailing


Promotional Process, Sales Promotion, and Publicity


Advertising


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


Cases


Glossary


Notes


Author Index


Company and Product Index


Subject Index


Credits