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Marketing : The Coreby Kerin, Roger; Hartley, Steven; Rudelius, William
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This is the 3rd edition with a publication date of 11/6/2008.
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MARKETING: THE CORE, 3/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing?s 21 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that?s equally kind to both the eyes and the pocketbook. The Core is more than just a ?baby Kerin?; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
Table of Contents
|Creating Customer Relationships and Value through Marketing|
|Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan|
|Scanning the Marketing Environment|
|Ethical and Social Responsibility in Marketing|
|Understanding Consumer Behavior|
|Understanding Organizations as Customers|
|Understanding and Reaching Global Consumers and Markets|
|Marketing Research: From Customer Insights to Actions|
|Segmenting, Positioning and Forecasting Markets|
|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 Appendix B: Planning a Career in Marketing|
|Table of Contents provided by Publisher. All Rights Reserved.|