
MP Marketing
with Student CD-ROM and PowerWeb
Roger A. Kerin, Eric N. Berkowitz, Steven W. Hartley, William Rudelius
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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