Marketing

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

• ISBN13: 9780078028892
• ISBN10: 0078028892
• Edition: 11th
• Format: Hardcover
• Copyright: 2012-02-10
• Publisher: McGraw-Hill Education

Summary

Experience, Leadership, Innovation.This edition of Marketingcontinues 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 author team is committed to (1)building on past experiences as authors, (2)continuing their leadership role in bringing new topics and perspectives to the classroom, and (3)focusing on pedagogical innovation that truly responds to new teaching and learning styles. This text and package is designed to meet the needs of a wide spectrum of facultyfrom 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. Marketingutilizes 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 Marketingand 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.

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