000			01816cam a2200205 a 4500
999			_c3245 _d3245
020			_a9780073381060
020			_a0073381063
050	0	0	_aHF5415 _b.K452
100	1		_aKerin, Roger A.
245	1	0	_aMarketing : _bthe core / _cRoger A. Kerin, Steven W. Hartley, William Rudelius.
250			_a3/e.
260			_aBoston : _bMcGraw-Hill Irwin, _c2009.
300			_axli, 493 p. : _bill. (chiefly col.), col. maps ; _c28 cm.
500			_aIncludes Index
505			_aPART 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
650		0	_aMarketing.
700	1		_aHartley, Steven William.
700	1		_aRudelius, William.
942			_cBK