01186nam a22002537a 4500 OSt 20211122111850.0 190807b xxu||||| |||| 00| 0 eng d 9780077861032 0077861035 LC HF5415.M29(12e) Kerin, Roger A. 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. Includes index. 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: Marketing Hartley, Steven W. Rudelius, William. lcc BK 8069 15569