TY  - BOOK
AU  - Crane, Frederick, G.
AU  - Kerin, Roger A.
AU  - Hartley, Steven W. 
AU  - Rudelius, Willam.
TI  - Marketing. / 
SN  - 9780070878693
AV  - HF5415.M293(9e) 
PY  - 2014///
CY  - Toronto : 
PB  - McGraw-Hill/ Ryerson, 
N1  - Includes glossary and index; Contents: Part 1: Initiating the marketing process: Marketing: customer value, satisfaction, relationships, and experiences -- Developing successful marketing strategies -- Scanning the marketing environment -- Ethics  and social responsibility in marketing -- Part 2: Understanding buyers and markets: Consumer behaviour -- Organizational markets and buyer behaviour -- Reaching global markets -- Part 3: Targeting marketing opportunities: Marketing research: From information to action -- Market segmentation, targeting, and positioning -- Part 4: Satisfying marketing opportunities: Development new products and services -- Managing products and brands -- Managing services -- Pricing Products and services -- Managing marketing channels and supply chains -- Retailing -- Integrating marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Personal selling and sales management -- Part 5: Managing the marketing process: Pulling it all together: the strategic marketing process -- Using social media to connect with consumers.
ER  -