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

By: Kerin, Roger A.
Contributor(s): Hartley, Steven W | Rudelius, William.
Publisher: Boston, Mass. : McGraw-Hill / Irwin, c2007Edition: 2nd ed.Description: xxxiii, 425, G5, CN16, CR2, I28 p. : ill. (chiefly col.), col. map ; 28 cm.ISBN: 0072999896 (pbk.); 9780072999891 (pbk.).Subject(s): MarketingDDC classification: 658.8
Contents:
Part 1: Initiating the marketing process: 1. Creating customer relationships and value through marketing - 2. Developing successful marketing and corporate strategies - 3. Scanning the marketing envionment - 4. Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets: 5. Consumer behaviour - 6. Organizational markets and buyer behavior - 7. Reaching global markets -- Part 3: Targeting marketing opportunities: 8. Marketing research: From information to action - 9. Identifying market segments and targets -- Part 4: Satisfying marketing opportunities: 10. Developing new products and services - 11. Managing products, services and brands - 12. Pricing products and services - 13. Managing marketing channels and supply chains - 14. Retailing and wholesaling - 15. Integrated marketing communications and direct marketing - 16. Advertising, sales promotion and public relations - 17. Personal selling and sales management - 18. Implementing intereactive and multichannel marketing.
Item type Current location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU
658.8 KER (Browse shelf) 1 Available SOMAC,37003,03,AD 5000026877

Includes bibliographical references (p. CN-CN16) and indexes.

Part 1: Initiating the marketing process: 1. Creating customer relationships and value through marketing - 2. Developing successful marketing and corporate strategies - 3. Scanning the marketing envionment - 4. Ethics and social responsibility in marketing -- Part 2: Understanding buyers and markets: 5. Consumer behaviour - 6. Organizational markets and buyer behavior - 7. Reaching global markets -- Part 3: Targeting marketing opportunities: 8. Marketing research: From information to action - 9. Identifying market segments and targets -- Part 4: Satisfying marketing opportunities: 10. Developing new products and services - 11. Managing products, services and brands - 12. Pricing products and services - 13. Managing marketing channels and supply chains - 14. Retailing and wholesaling - 15. Integrated marketing communications and direct marketing - 16. Advertising, sales promotion and public relations - 17. Personal selling and sales management - 18. Implementing intereactive and multichannel marketing.