Marketing : The Core

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  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2008-11-06
  • Publisher: McGraw-Hill/Irwin
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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.

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