Marketing / Roger A. Kerin, Steven W. Hartley.
Material type:
TextPublisher: New York : McGraw Hill, ©2023Copyright date: ©2023Edition: Sixteenth edition; International student editionDescription: xlviii, 736 pages : colour illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 9781265111946
- 1265111944
- HF 5415 K47 2023
| Item type | Current library | Shelving location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book
|
TUP Manila Library | General Circulation Section-GF | HF 5415 K47 2023 (Browse shelf(Opens below)) | Available | P00034112 |
"This international student edition is for use outside of the U.S."--Front cover.
Includes bibliographical references and index.
Part 1: Initiating the Marketing ProcessChapter 1: Creating Customer Relationships and Value through Marketing Chapter 2: Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment Chapter 4: Ethical and Social Responsibility for Sustainable MarketingPart 2: Understanding Buyers and MarketsChapter 5: Understanding Consumer Behavior Chapter 6: Understanding Organizations as Customers Chapter 7: Understanding and Reaching Global Consumers and Markets Part 3: Targeting Marketing OpportunitiesChapter 8: Marketing Research: From Customer Insights to Actions Chapter 9: Market Segmentation, Targeting, and Positioning Part 4: Satisfying Marketing OpportunitiesChapter 10: Developing New Products and Services Chapter 11: Managing Successful Products, Services, and Brands Chapter 12: Services Marketing Chapter 13: Building the Price Foundation Chapter 14: Arriving at the Final Price Appendix B: Financial Aspects of Marketing Chapter 15: Managing Marketing Channels and Supply Chains Chapter 16: Retailing and Wholesaling Chapter 17: Implementing Interactive and Multichannel Marketing Chapter 18: Integrated Marketing Communications and Direct Marketing Chapter 19: Advertising, Sales Promotion, and Public Relations Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers Chapter 21: Personal Selling and Sales Management Chapter 22: Pulling It All Together: The Strategic Marketing ProcessPart 5: AppendicesAppendix C: Planning a Career in Marketing Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com
The goal of the 16th edition of Marketing is to create an exceptional experience for to day's students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education" Provided by publisher
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