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Connect Plus Marketing with LearnSmart 1 Semester Access Card for Marketing,9780077635732
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Connect Plus Marketing with LearnSmart 1 Semester Access Card for Marketing

by ; ;
Edition:
12th
ISBN13:

9780077635732

ISBN10:
0077635736
Format:
eBook
Pub. Date:
1/22/2014
Publisher(s):
McGraw-Hill/Irwin

Questions About This Book?

Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
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What version or edition is this?
This is the 12th edition with a publication date of 1/22/2014.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
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Summary

Marketing, 12e utilizes a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.

High Engagement Style

Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.

Rigorous Pedagogical Framework

Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.

Traditional and Contemporary Coverage and Examples

Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.

Integrated Technology

The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook, www.kerin.tv, www.kerinmarketing.com, and QR codes.

Marketing Decision Making

The use of extended examples, cases, and videos involving people making marketing decisions.

Personalized Marketing

Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.

Course Management System Integration

Marketing, 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.

The goal of Marketing, 12e is to create an exceptional experience for today’s students and instructors of marketing. The development of Marketing, 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.

Table of Contents

PART 1: INITIATING THE MARKETING PROCESS

Chapter 1: Creating Customer Relationships and Value through Marketing

Chapter 2: Developing Successful Organizational and Marketing Strategies

Appendix A: Building an Effective Marketing Plan

Chapter 3: Scanning the Marketing Environment

Chapter 4: Ethical and Social Responsibility in Marketing

PART 2: UNDERSTANDING BUYERS AND MARKETS

Chapter 5: Understanding Consumer Behavior

Chapter 6: Understanding Organizations as Customers

Chapter 7: Understanding and Reaching Global Consumers and Markets

PART 3: TARGETING MAREKETING OPPORTUNITIES

Chapter 8: Marketing Research: From Customer Insights to Actions

Chapter 9: Market Segmentation, Targeting, and Positioning

PART 4: SATISFYING MARKETING OPPORTUNITIES

Chapter 10: Developing New Products and Services

Chapter 11: Managing Successful Products, Services, and Brands

Chapter 12: Services Marketing

Chapter 13: Building the Price Foundation

Chapter 14: Arriving at the Final Price

Appendix B: Financial Aspects of Marketing

Chapter 15: Managing Marketing Channels and Supply Chains

Chapter 16: Retailing and Wholesaling

Chapter 17: Integrated Marketing Communications and Direct Marketing

Chapter 18: Advertising, Sales Promotion, and Public Relations

Chapter 19: Using Social Media to Connect with Consumers

Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS

Chapter 21: Implementing Interactive and Multichannel Marketing

Chapter 22: Pulling It All Together: The Strategic Marketing Process

Appendix C: Planning a Career in Marketing

Appendix D: Alternate Cases



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