Marketing [Lingua inglese] - Rilegato

Kerin, Roger A.; Hartley, Steven W.; Rudelius, William

Rilegato

ISBN 10: 0077861035 ISBN 13: 9780077861032

Casa editrice: McGraw-Hill Education, 2014

Riassunto

Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.

High Engagement Style
Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.

Rigorous Pedagogical Framework
Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.

Traditional and Contemporary Coverage and Examples
Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.

Integrated Technology
The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook, www.kerin.tv, www.kerinmarketing.com, and QR codes.

Marketing Decision Making
The use of extended examples, cases, and videos involving people making marketing decisions.

Personalized Marketing
Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs―through cases, exercises, and testimonials―that allows students to personalize marketing and identify possible career interests.

Course Management System Integration
Marketing, 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.

The goal of Marketing, 12e is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing, 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.

Su questo libro

L'autore:

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.

Contenuti:

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 in 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 MAREKETING 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: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS

Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process

Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2014
• ISBN 10: 0077861035
• ISBN 13: 9780077861032
• Rilegatura: Copertina rigida
• Numero di pagine: 740