Marketing : The Core

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

• ISBN13: 9780073381060
• ISBN10: 0073381063
• Edition: 3rd
• Format: Paperback
• Copyright: 2008-11-06
• Publisher: McGraw-Hill/Irwin

Summary

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

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