Loose-leaf Edition Marketing

by Kerin, Roger; Hartley, Steven; Rudelius, William

• ISBN13: 9780077441845
• ISBN10: 0077441842
• Edition: 11th
• Format: Loose-leaf
• Copyright: 2012-02-09
• Publisher: McGraw-Hill Education

Summary

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that's three whole punched and made available at a discount to students. ISBN 9780077441845. Also available in a package with Connect Plus 9780077919702.

Table of Contents

Part One-Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing

Part Two-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 Three-Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Insights to Action
Chapter 9: Market Segmentation, Targeting, and Positioning

Part Four-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: Social Media Marketing
Chapter 20: Personal Selling and Sales Management

Part Five-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
Glossary
Chapter Notes