Marketing

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

• ISBN13: 9780073529936
• ISBN10: 0073529931
• Additional ISBN(s): 9780073404721, 9780077861032
• Edition: 10th
• Format: Hardcover
• Copyright: 2010-01-13
• Publisher: McGraw-Hill Education
• More Book Details

Summary

Marketing 10/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting edge content presented in a conversational student oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top notch fully integrated multimedia program.

Marketing utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. 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 as they evolve and adapt to changes in student learning styles, 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, interactive, writing style that engages students through active learning techniques.

Personalized Marketing -A vivid and accurate description of businesses, marketing professionals, and entrepreneurs through cases, exercises, and testimonials that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making -The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology -The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage -Comprehensive and integrated coverage of traditional and contemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

>

Table of Contents

Part 1 Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Marketing and Organizational Strategies

APPENDIX A Building an Effective Marketing Plan

3 Scanning the Marketing Environment

4 Ethical and Social Responsibility in Marketing

Part 2 Understanding Buyers and Markets

5 Understanding Consumer Behavior

6 Understanding Organizations as Customers

7 Understanding and Reaching Global Consumers and Markets

Part 3 Targeting Marketing Opportunities

8 Marketing Research: From Customer Insights to Actions

9 Market Segmentation, Targeting, and Positioning

Part 4 Satisfying Marketing Opportunities

10 Developing New Products and Services

11 Managing Successful Products and Brands

12 Services Marketing

13 Building the Price Foundation

14 Arriving at the Final Price

APPENDIX B Financial Aspects of Marketing

15 Managing Marketing Channels and Wholesaling

16 Customer-Driven Supply Chain and Logistics Management

17 Retailing

18 Integrated Marketing Communications and Direct Marketing

19 Advertising, Sales Promotion, and Public Relations

20 Personal Selling and Sales Management

Part 5 Managing the Marketing Process

21 Implementing Interactive and Multichannel Marketing

22 Pulling It All Together: The Strategic Marketing Process

APPENDIX C Planning a Career in Marketing

APPENDIX D Alternate Cases

GlossaryLearning Review Answers Chapter Notes Credits Name Index Company/Product Index Subject Index