Marketing – Ebook PDF Instant Delivery – ISBN(s): 9781265111946,1265111944
Product details:
- ISBN-10 : 1265111944
- ISBN-13 : 978-1265111946
- Author: Roger A. Kerin, Steven W. Hartley
Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with “Marketing Matters,” “Making Responsible Decisions,” “Insights about me,” “Applying Marketing Metrics,” “Integration of the Customer Journey” and “Building your Marketing Plan” features throughout.
Table contents:
Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing?
Chapter 2: Developing Successful Organizational and Marketing Strategies?
Appendix A: Building an Effective Marketing Plan?
Chapter 3: Scanning the Marketing Environment?
Chapter 4: Ethical and Social Responsibility for Sustainable 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?
Part 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions?
Chapter 9: Market Segmentation, Targeting, and Positioning?
Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services?
Chapter 11: Managing Successful Products, Services, and Brands?
Chapter 12: Services Marketing?
Chapter 13: Building the Price Foundation?
Chapter 14: Arriving at the Final Price?
Appendix B: Financial Aspects of Marketing?
Chapter 15: Managing Marketing Channels and Supply Chains?
Chapter 16: Retailing and Wholesaling?
Chapter 17: Implementing Interactive and Multichannel Marketing?
Chapter 18: Integrated Marketing Communications and Direct Marketing?
Chapter 19: Advertising, Sales Promotion, and Public Relations?
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers?
Chapter 21: Personal Selling and Sales Management?
Chapter 22: Pulling It All Together: The Strategic Marketing Process
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