TY  - BOOK
AU  - Kerin,Roger A.
AU  - Hartley,Steven William
AU  - Rudelius,William
TI  - Marketing
SN  - 9780073529936 (alk. paper)
U1  - 658.8 23
PY  - 2011///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - 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
ER  -