Marketing : The Core
ISBN: 9780073381060 | 0073381063
Edition: 3rdFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 11/6/2008
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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 ... MORE
| 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 Marke... MORE | |
| 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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