Marketing / Roger A. Kerin, Steven W. Hartley, William Rudelius.

By:

Kerin, Roger A

Contributor(s):

Material type: Text

TextPublication details: Boston : McGraw-Hill/Irwin, c2011.Edition: 10th edDescription: liii, 746 p. ; ill. (some col.) ; 29 cmISBN:

9780073529936

Subject(s):

Marketing

DDC classification:

658.8 KER

Contents:

Initiating the marketing process. Creating customer relationships and value through marketing Developing successful marketing and organizational strategies Scanning the marketing environment Ethical and social responsibility in marketing Understanding buyers and markets. Understanding consumer behavior Understanding organizations as customers Understanding and reaching global consumers and markets Targeting marketing opportunities. Marketing research: from customer insights to actions Market segmentation, targeting, and positioning Satisfying marketing opportunities. Developing new products and services. Managing successful products and brands Services marketing Building the price foundation Arriving at the final price Managing marketing channels and wholesailing Customer-driven supply chain and logistics management Retailing Integrated marketing communications and direct marketing Advertising, sales promotion, and public relations Personal selling and sales management Managing the marketing process. Implementing interactive and multichannel marketing Pulling it all together: the strategic marketing process

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 KER (Browse shelf(Opens below))	1	Available		0070383
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 KER (Browse shelf(Opens below))	2	Available		0070384

Total holds: 0

Includes biblipographical references and indexes.

Initiating the marketing process. Creating customer relationships and value through marketing
Developing successful marketing and organizational strategies
Scanning the marketing environment
Ethical and social responsibility in marketing
Understanding buyers and markets. Understanding consumer behavior
Understanding organizations as customers
Understanding and reaching global consumers and markets
Targeting marketing opportunities. Marketing research: from customer insights to actions
Market segmentation, targeting, and positioning
Satisfying marketing opportunities. Developing new products and services. Managing successful products and brands
Services marketing
Building the price foundation
Arriving at the final price
Managing marketing channels and wholesailing
Customer-driven supply chain and logistics management
Retailing
Integrated marketing communications and direct marketing
Advertising, sales promotion, and public relations
Personal selling and sales management
Managing the marketing process. Implementing interactive and multichannel marketing
Pulling it all together: the strategic marketing process

eng

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