LOOSE LEAF MARKETING

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

• ISBN13: 9780077517205
• ISBN10: 0077517202
• Edition: 5th
• Format: Loose-leaf
• Copyright: 2012-10-26
• 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.

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 Understand the Marketing Environment, Ethical Behavior, and Social Responsibility

Part Two Understanding Buyers and Markets

Chapter 4 Understanding Consumer Behavior

Chapter 5 Understanding Organizations as Customers

Chapter 6 Understanding and Reaching Global Consumers and Markets

Part Three Targeting Marketing Opportunities

Chapter 7 Marketing Research: From Customer Insights to Actions

Chapter 8 Market Segmentation, Targeting, and Positioning

Part Four Satisfying Marketing Opportunities

Chapter 9 Developing New Products and Services

Chapter 10 Managing Successful Products, Services, and Brands

Chapter 11 Pricing Products and Services

Chapter 12 Managing Marketing Channels and Supply Chains

Chapter 13 Retailing and Wholesaling

Chapter 14 Integrated Marketing Communications and Direct Marketing

Chapter 15 Advertising, Sales Promotion, and Public Relations

Chapter 16 Using Social Media to Connect with Consumers

Chapter 17 Personal Selling and Sales Management

Chapter 18 Implementing Interactive and Multichannel Marketing

Appendix B: Planning a Career in Marketing