Marketing: The Core with PowerWeb

by Kerin, Roger A.; Hartley, Steven W.; Rudelius, William

• ISBN13: 9780072880373
• ISBN10: 0072880376
• Edition: 1st
• Format: Paperback
• Copyright: 2003-07-25
• Publisher: McGraw-Hill/Irwin

Summary

MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise package. The Core distills Marketing's 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester/quarter. 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

Part 1: Initiating the Marketing Process

Chapter 1: Developing Customer Relationships and Value through Marketing

Chapter 2: Chapter 2: Linking Marketing and Corporate Strategies

Chapter 3: Scanning the Marketing Environment

Chapter 4: Ethics and Social Responsibility in Marketing

Part 2: Understanding Buyers and Markets

Chapter 5: Consumer Behavior

Chapter 6: Organizational Markets and Buying Behavior

Chapter 7: Reaching Global Markets

Part 3: Targeting Marketing Opportunities

Chapter 8: Turning Marketing Information into Action

Chapter 9: Identifying Market Segments and Targets

Part 4: Satisfying Marketing Opportunities

Chapter 10: Developing New Products and Services

Chapter 11: Managing Products, Services, and Brands

Chapter 12: Pricing Products and Services

Chapter 13: Managing Marketing Channels and Supply Chains

Chapter 14: Retailing and Wholesaling

Chapter 15: Integrated Marketing, Communications, and Direct Marketing

Chapter 16: Advertising, Sales Promotion, and Public Relations

Chapter 17: Personal Selling and Sales Management

Chapter 18: Implementing Interactive and Multi-Channel Marketing

Appendix A: Creating an Effective Marketing Plan