Edition |
8th ed. |
Description |
xlvi, 733 pages : color illustrations, color maps ; 29 cm. |
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text txt rdacontent |
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unmediated n rdamedia |
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volume nc rdacarrier |
Series |
McGraw-Hill/Irwin series in marketing |
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McGraw-Hill/Irwin series in marketing.
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Bibliography |
Includes bibliographical references (pages 673-700) and indexes. |
Contents |
Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process. |
Subject |
Marketing.
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Marketing. (OCoLC)fst01010167
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Added Author |
Kerin, Roger A.
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ISBN |
0072828803 (text ; alk. paper) |
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9780072828801 (text ; alk. paper) |
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0073080152 (pkg. ; alk. paper) |
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9780073080154 (pkg. ; alk. paper) |
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0071116087 (International ed.) |
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9780071116084 (International ed.) |
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0071116095 |
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9780071116091 |
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