Roger A. Kerin,
Southern Methodist University - School of Business Steven W. Hartley,
University of Denver - College of Business William Rudelius,
University of Minnesota-Minneapolis
ISBN: 0078112060 Copyright year: 2011
Table of Contents
Part One 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 Scanning the Marketing Environment
Chapter 4 Ethical and Social Responsibility in Marketing
Part Two Understanding Buyers and Markets
Chapter 5 Understanding Consumer Behavior
Chapter 6 Understanding Organizations as Customers
Chapter 7 Understanding and Reaching Global Consumers and Markets
Part Three Targeting Marketing Opportunities
Chapter 8 Marketing Research: From Customer Insights to Actions
Chapter 9 Market Segmentation, Targeting, and Positioning
Part Four Satisfying Marketing Opportunities
Chapter 10 Developing New Products and Services
Chapter 11 Managing Successful 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 Integrated Marketing Communications and Direct Marketing
Chapter 16 Advertising, Sales Promotion, and Public Relations
Chapter 17 Personal Selling and Sales Management
Chapter 18 Implementing Interactive and Multichannel Marketing
2011