Kerin, Roger A., <br/><br/>
Marketing / 
Roger A. Kerin, Steven W. Hartley. 
 - Sixteenth edition. International student edition. 
 - xlviii, 736 pages :  colour illustrations ;  28 cm. 
<br/><br/> "This international student edition is for use outside of the U.S."--Front cover. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/><br/>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  
<br/><br/> 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 
<br/><br/><label>ISBN: </label>9781265111946 1265111944 
<br/><br/><label>Nat. Bib. No.: </label>GBC234899  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>020500849  Uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management <br/>Consumer behavior <br/>Advertising and promotion <br/>Marketing strategy
<br/><br/><label>LC Class. No.: </label>HF 5415   / K47 2023