Marketing 12th Edition by Kerin, Hartley, Rudelius

Download Marketing 12th Edition by Kerin, Hartley, Rudelius

Marketing 12th Edition by Kerin, Hartley, Rudelius

Book Information:

  • Book Name: Marketing
  • Edition: 12th Edition
  • Writer(s): Kerin, Hartley, Rudelius
  • Book Format: PDF
  • Book Size: 46.3 MB

Copyright © 2015
McGraw-Hill Education

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Table of Content:

Part 1: Initiating the Marketing Process
1: Creating Customer Relationships and Value through Marketing
2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
3: Scanning the Marketing Environment
4: Ethical and Social Responsibility for Sustainable Marketing

Part 2: Understanding Buyers and Markets
5: Understanding Consumer Behavior
6: Understanding Organizations as Customers
7: Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities
8: Marketing Research: From Customer Insights to Actions
9: Market Segmentation, Targeting, and Positioning

Part 4: Satisfying Marketing Opportunities
10: Developing New Products and Services
11: Managing Successful Products, Services, and Brands
12: Services Marketing
13: Building the Price Foundation
14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
15: Managing Marketing Channels and Supply Chains
16: Retailing and Wholesaling
17: Integrated Marketing Communications and Direct Marketing
18: Advertising, Sales Promotion, and Public Relations
19: Using Social Media and Mobile Marketing to Connect with Consumers
20: Personal Selling and Sales Management

Part 5: Managing the Marketing Process
21: Implementing Interactive and Multi-Channel Marketing
22: Pulling It All Together: The Strategic Marketing Process

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