Marketing: The Core

3. Auflage 2008
ISBN: 978-0-07-338106-0
Verlag: McGraw-Hill Education

Buch, Englisch, 512 Seiten, Format (B × H): 53 mm x 88 mm, Gewicht: 11 g

MARKETING: THE CORE, 3/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing’s 21 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester.

Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.

Autoren/Hrsg.

Kerin, Roger A.

Hartley, Steven W.

Rudelius, William

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1.Creating Customer Relationships and Value through Marketing
2.Developing Successful Marketing and Organizational Strategies
Appendix A: Building an Effective Marketing Plan
3.Scanning the Marketing Environment
4.Ethical and Social Responsibility in Marketing
5.Understanding Consumer Behavior
6.Understanding Organizations as Customers
7.Understanding and Reaching Global Consumers and Markets
8.Marketing Research: From Customer Insights to Actions
9.Segmenting, Positioning and Forecasting Markets
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 Interactive and Multichannel Marketing
Appendix B: Planning a Career in Marketing