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Marketing: The Core
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Marketing: The Core, 5/e
Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota-Minneapolis

ISBN: 0078028922
Copyright year: 2013

Table of Contents


Part 1 Initiating the Marketing Process

  • Chapter 1 Creating Customer Relationships and Value through Marketing
  • Chapter 2 Developing Successful Marketing and Organizational Strategies
  • Appendix A Building an Effective Marketing Plan
  • Chapter 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

    • Part 2 Understanding Buyers and Markets

  • Chapter 4 Understanding Consumer Behavior
  • Chapter 5 Understanding Organizations as Customers
  • Chapter 6 Understanding and Reaching Global Consumers and Markets

    • Part 3 Targeting Marketing Opportunities

  • Chapter 7 Marketing Research: From Customer Insights to Actions
  • Chapter 8 Market Segmentation, Targeting, and Positioning

    • Part 4 Satisfying Marketing Opportunities

  • Chapter 9 Developing New Products and Services
  • Chapter 10 Managing Successful Products, Services, and Brands
  • Chapter 11 Pricing Products and Services
  • Chapter 12 Managing Marketing Channels and Supply Chains
  • Chapter 13 Retailing and Wholesaling
  • Chapter 14 Integrated Marketing Communications and Direct Marketing
  • Chapter 15 Advertising, Sales Promotion, and Public Relations
  • Chapter 16 Using Social Media to Connect with Consumers
  • Chapter 17 Personal Selling and Sales Management
  • Chapter 18 Implementing Interactive and Multichannel Marketing
  • Appendix B Planning a Career in Marketing

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