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Title Marketing / Roger A. Kerin [and others].

Imprint New York : McGraw-Hill/Irwin, 2006.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.8 B455m 2006    ---  Available
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.)

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