Ebook Marketing 13e by Kerin and Hartley


Marketing
12th Edition
Author(s) : Roger A. Kerin • Steven W. Hartley
Copyright © 2015
Publisher: McGr*w-Hill Education
PDF 132.7 MB

Table of contents
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2
2 Developing Successful Organizational and Marketing Strategies 24
APPENDIX A Building an Effective Marketing Plan 50
3 Scanning the Marketing Environment 64
4 Ethical and Social Responsibility in Marketing 90

Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior 110
6 Understanding Organizations as Customers 138
7 Understanding and Reaching Global Consumers and Markets 160

Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions 192
9 Market Segmentation, Targeting, and Positioning 222

Part 4 Satisfying Marketing Opportunities
10 Developing New Products and Services 246
11 Managing Successful Products, Services, and Brands 270
12 Services Marketing 298
13 Building the Price Foundation 322
14 Arriving at the Final Price 350

APPENDIX B Financial Aspects of Marketing 376
15 Managing Marketing Channels and Supply Chains 384
16 Retailing and Wholesaling 410
17 Integrated Marketing Communications and Direct Marketing 440
18 Advertising, Sales Promotion, and Public Relations 468
19 Using Social Media to Connect with Consumers 502
20 Personal Selling and Sales Management 530

Part 5 Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing 558
22 Pulling It All Together: The Strategic Marketing Process 582

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