TY  - BOOK
AU  - Kerin,Roger A.
AU  - Hartley,Steven William
AU  - Rudelius,William
TI  - Marketing: the core 
SN  - 9780073381060 
AV  - HF5415 .K452
PY  - 2009///
CY  - Boston
PB  - McGraw-Hill Irwin
KW  - Marketing
N1  - Includes Index; PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value Through 
 Marketing 
Chapter 2: Developing Successful Marketing and Organizational Strategies 
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment 
Chapter 4: Ethical and Social Responsibility in Marketing

PART 2: UNDERSTANDING BUYERS AND MARKETS 
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers 
Chapter 7: Understanding and Reaching Global Consumers and Markets
Chapter 8: Marketing Research : From Customer Insights to Actions 
Chapter 9: Segmenting Markets and Positioning Offerings

PART 4: SATISFYING MARKETING OPPORTUNITIES
Chapter 10: Developing New Products and Services 
Chapter 11: Managing Products, Services and Brands
Chapter 12: Pricing Products and Services 
Chapter 13: Managing Marketing Channels and Supply Chains 
Chapter 14: Retailing and Wholesaling 
Chapter 15: Integrated Marketing Communications and Direct Marketing 
Chapter 16: Advertising, sales promotion, and public relations --
Chapter 17: Personal Selling and Sales Management 
Chapter 18: Implementing Interactive and Multichannel Marketing
ER  -