| Edition |
8th ed. |
| Description |
xlvi, 733 pages : color illustrations, color maps ; 29 cm. |
|
text txt rdacontent |
|
unmediated n rdamedia |
|
volume nc rdacarrier |
| Series |
McGraw-Hill/Irwin series in marketing |
|
McGraw-Hill/Irwin series in marketing.
|
| 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.
|
|
Marketing. (OCoLC)fst01010167
|
| Added Author |
Kerin, Roger A.
|
| ISBN |
0072828803 (text ; alk. paper) |
|
9780072828801 (text ; alk. paper) |
|
0073080152 (pkg. ; alk. paper) |
|
9780073080154 (pkg. ; alk. paper) |
|
0071116087 (International ed.) |
|
9780071116084 (International ed.) |
|
0071116095 |
|
9780071116091 |
|
