Marketing: The Core with PowerWeb
McGraw-Hill Professional
978-0-07-288037-3 (ISBN)
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MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise 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/quarter. 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.
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, and financial aspects of marketing. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science. Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association. William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.
Part 1: Initiating the Marketing ProcessChapter 1:Developing Customer Relationships and Value through MarketingChapter 2:Chapter 2: Linking Marketing and Corporate StrategiesChapter 3: Scanning the Marketing EnvironmentChapter 4:Ethics and Social Responsibility in MarketingPart 2: Understanding Buyers and MarketsChapter 5:Consumer BehaviorChapter 6:Organizational Markets and Buying BehaviorChapter 7:Reaching Global MarketsPart 3: Targeting Marketing OpportunitiesChapter 8: Turning Marketing Information into ActionChapter 9:Identifying Market Segments and TargetsPart 4: Satisfying Marketing OpportunitiesChapter 10:Developing New Products and ServicesChapter 11:Managing Products, Services, and BrandsChapter 12:Pricing Products and ServicesChapter 13:Managing Marketing Channels and Supply ChainsChapter 14:Retailing and WholesalingChapter 15:Integrated Marketing, Communications, and Direct MarketingChapter 16:Advertising, Sales Promotion, and Public Relations Chapter 17:Personal Selling and Sales ManagementChapter 18:Implementing Interactive and Multi-Channel MarketingAppendix A: Creating an Effective Marketing Plan
| Erscheint lt. Verlag | 16.10.2003 |
|---|---|
| Sprache | englisch |
| Maße | 213 x 274 mm |
| Gewicht | 1327 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-288037-6 / 0072880376 |
| ISBN-13 | 978-0-07-288037-3 / 9780072880373 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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