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

By: Contributor(s): Material type: TextPublication details: Boston : McGraw-Hill Irwin, c2009.Edition: 3/eDescription: xli, 493 p. : ill. (chiefly col.), col. maps ; 28 cmISBN:
  • 9780073381060 (alk. paper)
  • 0073381063 (alk. paper)
Subject(s): LOC classification:
  • HF5415 .K452
Contents:
Creating customer relationships and value through marketing -- Developing successful marketing and organizational strategies -- Appendix A: Building an effective marketing plan -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Marketing research : from customer insights to actions -- Segmenting markets and positioning offerings -- Developing new products and services -- Managing products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Appendix B: Planning a career in marketing -- Glossary.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .K452 (Browse shelf(Opens below)) Available 34397
Books Methodist University Library Main General Stacks HF5415 .K452 (Browse shelf(Opens below)) Available 34395
Books Methodist University Library Main General Stacks HF5415 .K452 (Browse shelf(Opens below)) Available 34392
Books Methodist University Library Main General Stacks Reference HF5415 .K452 (Browse shelf(Opens below)) Available 34396
Books Methodist University Library Main General Stacks HF5415 .K452 (Browse shelf(Opens below)) Available 34393
Books Methodist University Library Main General Stacks HF5415 .K452 (Browse shelf(Opens below)) Checked out to Victor Wilson Lavor (BBAM/ED/173483) 02/05/2019 34394

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Includes index

Creating customer relationships and value through marketing --
Developing successful marketing and organizational strategies --
Appendix A: Building an effective marketing plan --
Scanning the marketing environment --
Ethical and social responsibility in marketing --
Understanding consumer behavior --
Understanding organizations as customers --
Understanding and reaching global consumers and markets --
Marketing research : from customer insights to actions --
Segmenting markets and positioning offerings --
Developing new products and services --
Managing products, services, and brands --
Pricing products and services --
Managing marketing channels and supply chains --
Retailing and wholesaling --
Integrated marketing communications and direct marketing --
Advertising, sales promotion, and public relations --
Personal selling and sales management --
Implementing interactive and multichannel marketing --
Appendix B: Planning a career in marketing --
Glossary.

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