Marketing : the core / Roger A. Kerin, Steven W. Hartley.

By:

Kerin, Roger A

Contributor(s):

Hartley, Steven W [aut]

Material type:

TextPublication details: United States : McGraw Hill Education, 2016.Edition: 6th edDescription: xlii, 531 p. : ill. col. ; 28 cmISBN:

9780077729035
007772903X

Subject(s):

Marketing

DDC classification:

658.8

Contents:

Pt. 1. Initiating the marketing process -- Ch. 1. Creating customer relationships and value through marketing -- Ch. 2. Developing successful organizational and marketing strategies -- Ch. 3. Understanding the marketing environment, ethical behavior, and social responsibility -- Pt. 2. Understanding buyers and markets -- Ch. 4. Understanding consumer behavior -- Ch. 5. Understanding organizations and customers -- Ch. 6. Understanding and reaching global consumers and markets -- Pt. 3. Targeting marketing opportunities -- Ch. 7. Marketing research: from customer insights to actions -- Ch. 8. Market segmentation, targeting, and positioning -- Pt. 4. Satisfying marketing opportunities -- Ch. 9. Developing new products and services -- Ch. 10. Managing successful products, services, and brands -- Ch. 11. Pricing products and services -- Ch. 12. Managing marketing channel, and supplies -- Ch. 13. Retailing and wholesaling -- Ch. 14. Integrated marketing communication and direct marketing -- Ch. 15. Advertising, sales promotion, and public relations -- Ch. 16. Using social media to connect with consumers -- Ch. 17. Personal selling and sales management -- Ch. 18. Implementing interactive and multichannel marketing -- Appendix B. Planning a career in marketing.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.8 KER mar (Browse shelf(Opens below))	Available	11384

Includes bibliographical references and index.

Pt. 1. Initiating the marketing process --
Ch. 1. Creating customer relationships and value through marketing --
Ch. 2. Developing successful organizational and marketing strategies --
Ch. 3. Understanding the marketing environment, ethical behavior, and social responsibility --
Pt. 2. Understanding buyers and markets --
Ch. 4. Understanding consumer behavior --
Ch. 5. Understanding organizations and customers --
Ch. 6. Understanding and reaching global consumers and markets --
Pt. 3. Targeting marketing opportunities --
Ch. 7. Marketing research: from customer insights to actions --
Ch. 8. Market segmentation, targeting, and positioning --
Pt. 4. Satisfying marketing opportunities --
Ch. 9. Developing new products and services --
Ch. 10. Managing successful products, services, and brands --
Ch. 11. Pricing products and services --
Ch. 12. Managing marketing channel, and supplies --
Ch. 13. Retailing and wholesaling --
Ch. 14. Integrated marketing communication and direct marketing --
Ch. 15. Advertising, sales promotion, and public relations --
Ch. 16. Using social media to connect with consumers --
Ch. 17. Personal selling and sales management --
Ch. 18. Implementing interactive and multichannel marketing --
Appendix B. Planning a career in marketing.

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.

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