Marketing 14th Edition by Roger Kerin (eBook PDF) – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1260092119
• ISBN-13 ‏ : ‎ 978-1260092110
• Author:  Roger Kerin (Author), Steven Hartley (Author)

Kerin/Hartley’s Marketing 14th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team’s decades of combined experience in the higher education classroom continue to inform the title’s innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.

Table contents:

Part 1: Initiating the Marketing Process1: 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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