Kerin & Hartley Marketing 13e (2016)

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Kerin & Hartley - Marketing 13e (2016) [1 PDF]
English | Size: 132.09 MB
Category: Business
Roger A. Kerin & Steven W. Hartley - Marketing, 13th Edition
Kerin/Hartley's Marketing is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.

Contents:
Preface
Acknowledgments
Part 1: Initiating the Marketing Process
1 Creating Customer Relationshaips and Value Through Marketing
2 Developing Successful Organizational and Marketing Strategies
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility for Sustainable Marketing
Part 2: Understanding Buyers and Markets
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
Part 3: Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
Part 4: Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Successful Products, Services, and Brands
12 Services Marketing
13 Building the Price Foundation
14 Arriving at the Final Price
15 Managing Marketing Channels and Supply Chains
16 Retailing and Wholesaling
17 Integrated Marketing Communications and Direct Marketing
18 Advertising, Sales Promotions, and Public Relations
19 Using Social Media and Mobile Marketing to Connect with Consumers
20 Personal Selling and Sales Management
Part 5: Managing the Marketing Process
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
Glossary
Name Index
Company/Product Index
Subject Index

Format: PDF
Length: 766 pages
Published: 2016 by McGraw-Hill Education
ISBN: 1259573540
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