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Marketing : the core / Roger A. Kerin, Steven W. Hartley, William Rudelius.

By: Kerin, Roger AContributor(s): Hartley, Steven William | Rudelius, WilliamMaterial type: Text

TextPublisher: Boston, Mass. : McGraw-Hill/Irwin, c2007Edition: 2nd edDescription: xxxiii, 425, G5, cm16, CR2, I28 p. : ill. (chiefly col.), col. map ; 28 cmISBN: 0072999896 (alk. paper); 9780072999891 (alk. paper); 0073215740; 9780073215747; 0071106863; 9780071106863Subject(s): MarketingDDC classification: 658.8 LOC classification: HF5415 | .K452 2007Online resources: Table of contents only | Publisher description

Contents:

Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Marketing research : from information to action -- Identifying market segments and targets -- Developing new products and services -- Managing 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.

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Item type	Current library	Call number	Copy number	Status	Notes	Date due	Barcode
Books	Female Library	HF5415 .K452 2007 (Browse shelf (Opens below))	1	Available	STACKS		51952000089599
Books	Main Library	HF5415 .K452 2007 (Browse shelf (Opens below))	1	Available	STACKS		51952000069058

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Previous	HF5415 .H18665 2002 Handbook of marketing /	HF5415 .H545 2016 Historical research in marketing management /	HF5415 .J49 2009 Foundations of marketing /	HF5415 .K452 2007 Marketing : the core /	HF5415 .K625 2011 Marketing : an introduction /	HF5415 .K6312 2008 Strategic marketing for nonprofit organizations /	HF5415 .K6314 2008 Principles of marketing /	Next

Includes bibliographical references (p. CN-CN16) and indexes.

1. Creating customer relationships and value through marketing -- 2. Developing successful marketing and corporate strategies -- 3. Scanning the marketing environment -- 4. Ethics and social responsibility in marketing -- 5. Consumer behavior -- 6. Organizational markets and buyer behavior -- 7. Reaching global markets -- 8. Marketing research : from information to action -- 9. Identifying market segments and targets -- 10. Developing new products and services -- 11. Managing products, services, and brands -- 12. Pricing products and services -- 13. Managing marketing channels and supply chains -- 14. Retailing and wholesaling -- 15. Integrated marketing communications and direct marketing -- 16. Advertising, sales promotion, and public relations -- 17. Personal selling and sales management -- 18. Implementing interactive and multichannel marketing.

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