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.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
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
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro McGraw-Hill/Irwin, 2010. Paperback. Condizione libro: New. 4. Codice libro della libreria DADAX0078112060
Descrizione libro McGraw-Hill/Irwin, 2010. Condizione libro: New. Brand New, Unread Copy in Perfect Condition. A+ Customer Service!. Codice libro della libreria ABE_book_new_0078112060
Descrizione libro McGraw-Hill/Irwin, 2010. Paperback. Condizione libro: New. book. Codice libro della libreria 0078112060
Descrizione libro McGraw-Hill/Irwin, 2010. Paperback. Condizione libro: New. Codice libro della libreria P110078112060
Descrizione libro Irwin Professional Pub, 2010. Paperback. Condizione libro: Brand New. 4th edition. 512 pages. 10.87x8.54x0.98 inches. In Stock. Codice libro della libreria zk0078112060