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Marketing : The Core with Online Learning Center Premium Content Card by Roger A. Kerin, William Rudelius and Steven W. Hartley (2006, Hardcover)
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About this product
Product Identifiers
PublisherMcGraw-Hill Higher Education
ISBN-100073215740
ISBN-139780073215747
eBay Product ID (ePID)50422095
Product Key Features
Number of PagesXxxiii, 425 Pages
Publication NameMarketing : the Core with Online Learning Center Premium Content Card
LanguageEnglish
SubjectMarketing / General
Publication Year2006
FeaturesRevised
TypeTextbook
Subject AreaBusiness & Economics
AuthorRoger A. Kerin, William Rudelius, Steven W. Hartley
FormatHardcover
Dimensions
Item Height0.9 in
Item Weight49.6 Oz
Item Length10 in
Item Width8 in
Additional Product Features
Edition Number2
Intended AudienceCollege Audience
LCCN2005-055463
IllustratedYes
Edition DescriptionRevised edition
Table Of ContentPart One: Initiating the Marketing Process Chapter 1 Creating Customer Relationships and Value through Marketing Chapter 2 Developing Successful Marketing and Corporate Strategies Appendix A Building an Effective Marketing Plan Chapter 3 Scanning the Marketing Environment Chapter 4 Ethics and Social Responsibility in Marketing Part Two: Understanding Buyers and Markets Chapter 5 Consumer Behavior Chapter 6 Organizational Markets and Buyer Behavior Chapter 7 Reaching Global Markets Part Three: Targeting Marketing Opportunities Chapter 8 Marketing Research: From Information to Action Chapter 9 Identifying Market Segments and Targets Part Four: Satisfying Marketing Opportunities Chapter 10 Developing New Products and Services Chapter 11 Managing Products, Services, and Brands Chapter 12 Pricing Products and Services Chapter 13 Managing Marketing Channels and Supply Chains Chapter 14 Retailing and Wholesaling Chapter 15 Retailing and Wholesaling Chapter 16 Integrated Marketing Communications and Direct Marketing Chapter 17 Personal Selling and Sales Management Chapter 18 Implementing Interactive and Multichannel Marketing Appendix B Planning a Career in Marketing
SynopsisMARKETING: THE CORE, 2/e by Kerin, Berkowitz, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 8/e, but in a shorter, more accessible package. The Core distills Marketing's 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that's equally kind to both the eyes and the pocketbook. The Core is more than just a "baby Kerin"; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
LC Classification NumberHF5415.K452 2007
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