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MP Marketing
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MP Marketing

MP Marketing

with Student CD-ROM and PowerWeb

Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius

742 pages, parution le 07/08/2002 (7eme édition)

Résumé

Marketing, 7e by Kerin, Berkowitz, Hartley, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

Contents

  • Part One Initiating the Marketing Process
  • 1 Developing Customer Relationships and Value through Marketing
  • 2 Linking Marketing and Corporate Strategies
  • Appendix A: Creating an Effective Marketing Plan
  • 3 Scanning the Marketing Environment
  • 4 Ethics and Social Responsibility in Marketing
  • Part Two Understanding Buyers and Markets
  • 5 Consumer Behavior
  • 6 Organizational Markets and Buyer Behavior
  • 7 Reaching Global Markets
  • Part Three Targeting Marketing Opportunities
  • 8 Turning Marketing Information into Action
  • 9 Identifying Market Segments and Targets
  • Part Four Satisfying Marketing Opportunities
  • 10 Developing New Products and Services
  • 11 Managing Products and Brands
  • 12 Managing Services
  • 13 Building the Price Foundation
  • 14 Arriving at the Final Price
  • Appendix B: Financial Aspects of Marketing
  • 15 Managing Marketing Channels and Wholesaling
  • 16 Integrating Supply Chain and Logistics Management
  • 17 Retailing
  • 18 Integrated Marketing Communications and Direct Marketing
  • 19 Advertising, Sales Promotion, and Public Relations
  • 20 Personal Selling and Sales Management
  • Part Five Managing the Marketing Process
  • 21 Implementing Interactive and Multi-Channel Marketing
  • 22 Pulling It All Together: The Strategic Marketing
  • Appendix C: Planning a Career in Marketing
  • Appendix D: Alternate Cases

Caractéristiques techniques

  PAPIER
Éditeur(s) Mc Graw Hill
Auteur(s) Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius
Parution 07/08/2002
Édition  7eme édition
Nb. de pages 742
Format 21,5 x 27,5
Couverture Broché
Poids 1625g
Intérieur Quadri
EAN13 9780071196505
ISBN13 978-0-07-119650-5

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