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Marketing : the core Roger A. Kerin, Steven W. Hartley, and William Rudelius

By: Kerin, Roger AContributor(s): I. Hartley, Steven W | II. Rudelius, William | III. TitleMaterial type: TextTextPublisher: New York : McGraw-Hill Irwin, 2011Edition: Fourth editionDescription: xxxiv, 500 pages : color illustrations ; 26 cmISBN: 9780078112065Subject(s): 1. MarketingDDC classification: 658.8 K39m 2011
Contents:
Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process.
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Item type Current location Collection Call number Copy number Status Date due Barcode
Books Books Philippine Christian University Manila
Circulation 		Senior High School 658.8 K39m 2011 (Browse shelf) 1 Available 188-G

Initiating the marketing process-- Creating customer relationships and value through marketing -- Developing successful marketing and corporate strategies -- Appendix A Building an effective marketing plan -- Scanning the marketing environment -- Ethics and social responsibility in marketing -- Understanding buyers and markets -- Consumer behavior -- Organizational markets and buyer behavior -- Reaching global markets -- Targeting marketing opportunities -- Marketing research: from information to action -- Identifying market segments and targets -- Satisfying marketing opportunities -- Developing new products and services -- Managing products and brands -- Managing services -- Building the price foundation -- Arriving at the final price -- Appendix B Financial aspects of marketing -- Managing marketing channels and wholesaling -- Integrating supply chain and logistics management -- Retailing -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Managing the marketing process -- Implementing interactive and multichannel marketing -- 22 Pulling it all together: The strategic marketing process.

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