Ebook Marketing The Core 7e by Kerin and Hartley


Marketing The Core
6th Edition
Author(s) : Roger A. Kerin • Steven W. Hartley
Copyright © 2018
Publisher : McGr*w-Hill Education
PDF 83.43 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 22
APPENDIX A Building an Effective Marketing Plan 48
3 Understanding the Marketing Environment, Ethical Behavior, and
Social Responsibility 62
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 86
5 Understanding Organizations as Customers 114
6 Understanding and Reaching Global Consumers and Markets 134
Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions 160
8 Market Segmentation, Targeting, and Positioning 188
Part 4 Satisfying Marketing Opportunities
9 Developing New Products and Services 212
10 Managing Successful Products, Services, and Brands 242
11 Pricing Products and Services 272
12 Managing Marketing Channels and Supply Chains 298
13 Retailing and Wholesaling 324
14 Integrated Marketing Communications and Direct Marketing 350
15 Advertising, Sales Promotion, and Public Relations 374
16 Using Social Media to Connect with Consumers 402
17 Personal Selling and Sales Management 428
18 Implementing Interactive and Multichannel Marketing 452

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