Marketing

Produktbeschreibung

Marketing, 10/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of facultyfrom the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. 

Inhaltsverzeichnis

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Marketing and Organizational Strategies
APPENDIX A Building an Effective Marketing Plan
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
Part 4 Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Successful Products and Brands
12 Services Marketing
13 Building the Price Foundation
14 Arriving at the Final Price
APPENDIX B Financial Aspects of Marketing
15 Managing Marketing Channels and Wholesaling
16 Customer-Driven Supply Chain and Logistics Management
17 Retailing
18 Integrated Marketing Communications and Direct Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Personal Selling and Sales Management
Part 5 Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
APPENDIX C Planning a Career in Marketing
APPENDIX D Alternate Cases
GlossaryLearning Review Answers Chapter Notes Credits Name Index Company/Product Index Subject Index 

Autoreninfo

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.