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 (7^eme édition)

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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	7^eme 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