Marketing: the core - Brossura

Kerin, Roger; Hartley, Steven; Rudelius, William

Brossura

ISBN 10: 0078112060 ISBN 13: 9780078112065

Casa editrice: McGraw-Hill Education, 2010

Riassunto

Marketing: the Core 4/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty―from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: the Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: the Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, 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, interactive, writing style that engages students through activelearning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs―through cases, exercises, and testimonials―that allows students to personalize marketing and identify possible career interests.

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

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional andcontemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

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 One: Initiating the Marketing Process

Chapter 1Creating Customer Relationships and Value through Marketing

Chapter 2Developing Successful Marketing and Organizational Strategies

Appendix A: Building an Effective Marketing Plan

Chapter 3Scanning the Marketing Environment

Chapter 4Ethical and Social Responsibility in Marketing

Part Two: Understanding Buyers and Markets

Chapter 5Understanding Consumer Behavior

Chapter 6Understanding Organizations as Customers

Chapter 7Understanding and Reaching Global Consumers and Markets

Part Three: Targeting Marketing Opportunities

Chapter 8Marketing Research: From Customer Insights to Actions

Chapter 9Market Segmentation, Targeting, and Positioning

Part Four: Satisfying Marketing Opportunities

Chapter 10Developing New Products and Services

Chapter 11Managing Successful Products, Services, and Brands

Chapter 12Pricing Products and Services

Chapter 13Managing Marketing Channels and Supply Chains

Chapter 14Retailing and Wholesaling

Chapter 15Integrated Marketing Communications and Direct Marketing

Chapter 16Advertising, Sales Promotion, and Public Relations

Chapter 17Personal Selling and Sales Management

Chapter 18Implementing Interactive and Multichannel Marketing

Appendix B: Planning a Career in Marketing

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2010
• ISBN 10: 0078112060
• ISBN 13: 9780078112065
• Rilegatura: Copertina flessibile
• Numero edizione: 4
• Numero di pagine: 500