Kerin, Roger A. <br/><br/>
Marketing: the core. / 
Roger A. Kerin, Steven W. Hartley and William Rudelius. 
 - 12th ed. 
 - New York:  McGraw-Hill,  2015. 
 - xliv, 740 p. :  ill. ;  28 cm. 
<br/><br/> Includes index. 
<br/><br/>Content: 1. Initiating the marketing process: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Scanning the marketing environment -- Ethical and social responsibility in marketing -- 2. Understanding buyers and markets: Understanding buyers and markets: Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- 3. Targeting marketing opportunities:   
<br/><br/><label>ISBN: </label>9780077861032 0077861035 
<br/><br/><label>Subjects--Topical Terms: </label>
<br/><br/><label>LC Class. No.: </label>HF5415.M29(12e)