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Table of content: 1 Creating Customer Relationships and Value Through Marketing
2 Developing Successful Marketing and Organizational Strategies
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
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
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
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
Product Details: Language: English
ISBN-10: 0077441842
ISBN-13: 978-0077441845
ISBN-13: 9780077441845
Author: Roger Kerin, Steven Hartley, William Rudelius
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