TY  - BOOK
AU  - Kerin,Roger A.
AU  - Hartley,Steven William
AU  - Rudelius,William
TI  - Marketing: the core 
SN  - 0072999896 (alk. paper)
AV  - HF5415 .K452 2007
U1  - 658.8 22
PY  - 2007///
CY  - Boston, Mass.
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - 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
UR  - http://catdir.loc.gov/catdir/enhancements/fy0665/2005055463-t.html
UR  - http://catdir.loc.gov/catdir/enhancements/fy0665/2005055463-d.html
ER  -