000			02857nam a2200253 i 4500
003			MIUC
005			20191220103604.0
008			161201s2016 nyua 001 0 eng
020			_a9780077729035
020			_a007772903X
040			_aMIUC _beng _cMIUC
082	0		_a658.8
100	1		_92724 _aKerin, Roger A.
245	1	0	_aMarketing : _bthe core / _cRoger A. Kerin, Steven W. Hartley.
250			_a6th ed.
260			_aUnited States : _bMcGraw Hill Education, _c2016.
300			_axlii, 531 p. : _bill. col. ; _c28 cm.
504			_aIncludes bibliographical references and index.
505	0		_aPt. 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.
520			_aMarketing: 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	_936 _aMarketing
700	1		_4aut _92751 _aHartley, Steven W.
942			_2ddc _cBK