Author | Kerin, Roger A |
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Title | Marketing : the core / Roger A. Kerin, Steven William Hartley, William Rudelius |
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Imprint |
Boston, Mass. : McGraw-Hill/Irwin, 2007 |
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Edition |
2nd ed |
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Descript |
1 v. (various pagings) : col. ill |
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CONTENT
Part 1: Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Part 3: Targeting marketing opportunities -- Marketing research : from information to action -- Identifying market segments and targets -- Part 4: Satisfying marketing opportunities -- Developing new products and services -- Managing products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Planning a career in marketing
SUBJECT
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Marketing
LOCATION | CALL# | STATUS |
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Sasin Library | 658.8 K58M 2007 |
CHECK SHELVES
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