Marketing / Roger A. Kerin, Steven W. Hartley, William Rudelius.

CONTENTS;

Part 1 initiating the marketing process
Creating customer relationships and value through marketing
Developing successful marketing and organizational strategies
Scanning the marketing environment
Ethical and social responsibility in marketing

Part 2 Understanding buyers and markets
Understanding consumer behavior
Understanding organizations as customers
Understanding and reaching global consumers and markets

Part 3 Targeting marketing opportunities
Marketing research: from customer insight to actions
Market segmentation, targeting, and positioning

Part 4 satisfying marketing opportunities
Developing new products and services
Managing successful products and brands
Services marketing
Building the price foundation
Arriving at the final price
Managing marketing channels and wholesaling
Customer- driven supply chain and logistics management
Retailing
Integrated marketing communications and direct marketing
Advertising, sales promotion, and public relations
Personal selling and sales management

Part 5 managing the marketing process
Implementing interactive and multichannel marketing
Pulling it all together: strategic marketing process

Includes bibliographical references and indexes.