Marketing : (Record no. 1077)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02857nam a2200253 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MIUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20191220103604.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 161201s2016 nyua 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780077729035 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 007772903X |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MIUC |
| Language of cataloging | eng |
| Transcribing agency | MIUC |
| 082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| 9 (RLIN) | 2724 |
| Personal name | Kerin, Roger A. |
| 952 ## - Items | |
| Itemnumber | 1393 |
| 245 10 - TITLE STATEMENT | |
| Title | Marketing : |
| Remainder of title | the core / |
| Statement of responsibility, etc. | Roger A. Kerin, Steven W. Hartley. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 6th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | United States : |
| Name of publisher, distributor, etc. | McGraw Hill Education, |
| Date of publication, distribution, etc. | 2016. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xlii, 531 p. : |
| Other physical details | ill. col. ; |
| Dimensions | 28 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Pt. 1. Initiating the marketing process -- <br/>Ch. 1. Creating customer relationships and value through marketing -- <br/>Ch. 2. Developing successful organizational and marketing strategies -- <br/>Ch. 3. Understanding the marketing environment, ethical behavior, and social responsibility -- <br/>Pt. 2. Understanding buyers and markets -- <br/>Ch. 4. Understanding consumer behavior -- <br/>Ch. 5. Understanding organizations and customers -- <br/>Ch. 6. Understanding and reaching global consumers and markets -- <br/>Pt. 3. Targeting marketing opportunities -- <br/>Ch. 7. Marketing research: from customer insights to actions -- <br/>Ch. 8. Market segmentation, targeting, and positioning -- <br/>Pt. 4. Satisfying marketing opportunities -- <br/>Ch. 9. Developing new products and services -- <br/>Ch. 10. Managing successful products, services, and brands -- <br/>Ch. 11. Pricing products and services -- <br/>Ch. 12. Managing marketing channel, and supplies -- <br/>Ch. 13. Retailing and wholesaling -- <br/>Ch. 14. Integrated marketing communication and direct marketing -- <br/>Ch. 15. Advertising, sales promotion, and public relations -- <br/>Ch. 16. Using social media to connect with consumers -- <br/>Ch. 17. Personal selling and sales management -- <br/>Ch. 18. Implementing interactive and multichannel marketing -- <br/>Appendix B. Planning a career in marketing. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Marketing: The Core 6e meets the needs of a wide spectrum of faculty–from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs through cases, exercises, and testimonials–allow students to personalize marketing and identify possible career interests. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| 9 (RLIN) | 36 |
| Topical term or geographic name entry element | Marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Relator code | aut |
| 9 (RLIN) | 2751 |
| Personal name | Hartley, Steven W. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marbella International University Centre | Marbella International University Centre | Library | 21/09/2018 | 658.8 KER mar | 21/09/2018 | 21/09/2018 | Books |