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Kerin: Marketing
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Table of Contents


Marketing, 12/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota-Minneapolis

ISBN: 0077861035
Copyright year: 2015

Table of Contents



PART 1:  

INITIATING THE MARKETING PROCESS

  
1
 

Creating Customer Relationships and Value through Marketing

  
2
 

Developing Successful Organizational and Marketing Strategies

  
 

     Appendix A: Building an Effective Marketing Plan

  
3
 

Scanning the Marketing Environment

  
4
 

Ethical and Social Responsibility in Marketing
 

PART 2:  

UNDERSTANDING BUYERS AND MARKETS

  
5
 

Understanding Consumer Behavior

  
6
 

Understanding Organizations as Customers

  
7
 

Understanding and Reaching Global Consumers and Markets
 

PART 3:  

TARGETING MARKETING OPPORTUNITIES

  
8
 

Marketing Research: From Customer Insights to Actions

  
9
 

Market Segmentation, Targeting, and Positioning
 

PART 4:  

SATISFYING MARKETING OPPORTUNITIES

  
10
 

Developing New Products and Services

  
11
 

Managing Successful Products, Services, and Brands

  
12
 

Services Marketing

  
13
 

Building the Price Foundation

  
14
 

Arriving at the Final Price

  
 

     Appendix B: Financial Aspects of Marketing

  
15
 

Managing Marketing Channels and Supply Chains

  
16
 

Retailing and Wholesaling

  
17
 

Integrated Marketing Communications and Direct Marketing

  
18
 

Advertising, Sales Promotion, and Public Relations

  
19
 

Using Social Media to Connect with Consumers

  
20
 

Personal Selling and Sales Management
 

PART 5: 

MANAGING THE MARKETING PROCESS

  
21
 

Implementing Interactive and Multichannel Marketing

  
22
 

Pulling It All Together: The Strategic Marketing Process

  
 

     Appendix C: Planning a Career in Marketing

  
 

     Appendix D: Alternate Cases


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