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Marketing Roger Kerin

Marketing von Roger Kerin

Marketing Roger Kerin

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Zusammenfassung

Presented in a conversational student-oriented style, this book and package is designed to meet the needs of a spectrum of faculty ranging from the professor who just wants a textbook and a few key supplements, to the professor who wants a fully integrated multimedia program.

Marketing Zusammenfassung

Marketing: With Powerweb Roger Kerin

Marketing, 8E by Kerin, Hartley, Berkowitz, 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.

Inhaltsverzeichnis

Part One Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Marketing and Corporate Strategies Appendix A Building 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 Marketing Research: From Information to 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 Multichannel Marketing 22 Pulling It All Together: The Strategic Marketing Process Appendix C Planning a Career in Marketing Appendix D Alternate Cases Glossary Chapter Notes Credits

Zusätzliche Informationen

GOR012533841
9780073080154
0073080152
Marketing: With Powerweb Roger Kerin
Roger Kerin
Gebraucht - Sehr Gut
Gebundene Ausgabe
McGraw-Hill Education - Europe
20050328
733
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
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