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What version or edition is this?
This is the 3rd edition with a publication date of 11/6/2008.
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- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
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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.|