9780073080154

Marketing, 8e by Kerin, Hartley, Berkowitz, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty-from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

Part One Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Marketing and Corporate Strategies
Appendix A Building an Effective Marketing Plan
3 Scanning the Marketing Environment
4 Ethics and Social Responsibility in Marketing
Part Two Understanding Buyers and Markets
5 Consumer Behavior
6 Organizational Markets and Buyer Behavior
7 Reaching Global Markets
Part Three Targeting Marketing Opportunities
8 Marketing Research: From Information to Action
9 Identifying Market Segments and Targets
Part Four Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Products and Brands
12 Managing Services
13 Building the Price Foundation
14 Arriving at the Final Price
Appendix B Financial Aspects of Marketing
15 Managing Marketing Channels and Wholesaling
16 Integrating Supply Chain and Logistics Management
17 Retailing
18 Integrated Marketing Communications and Direct Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Personal Selling and Sales Management
Part Five Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
Appendix C Planning a Career in Marketing
Appendix D Alternate Cases
Glossary
Chapter Notes
Credits

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Marketing and PowerWeb

Marketing and PowerWeb

0073080152

Summary

Table of Contents

1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Marketing and Corporate Strategies

Appendix A Building an Effective Marketing Plan

3 Scanning the Marketing Environment

4 Ethics and Social Responsibility in Marketing

Part Two Understanding Buyers and Markets

5 Consumer Behavior

6 Organizational Markets and Buyer Behavior

7 Reaching Global Markets

Part Three Targeting Marketing Opportunities

8 Marketing Research: From Information to Action

9 Identifying Market Segments and Targets

Part Four Satisfying Marketing Opportunities

10 Developing New Products and Services

11 Managing Products and Brands

12 Managing Services

13 Building the Price Foundation

14 Arriving at the Final Price

Appendix B Financial Aspects of Marketing

15 Managing Marketing Channels and Wholesaling

16 Integrating Supply Chain and Logistics Management

17 Retailing

18 Integrated Marketing Communications and Direct Marketing

19 Advertising, Sales Promotion, and Public Relations

20 Personal Selling and Sales Management

Part Five Managing the Marketing Process

21 Implementing Interactive and Multichannel Marketing

22 Pulling It All Together: The Strategic Marketing Process

Appendix C Planning a Career in Marketing

Appendix D Alternate Cases

Glossary

Chapter Notes

Credits

Supplemental Materials

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