01475nam a22001937a 4500003000400000005001700004008004100021020001800062040000700080050001500087100002000102245006400122250001200186260004200198300003400240500002000274505096400294700002301258OSt20230313143721.0190807b        xxu||||| |||| 00| 0 eng d  a9781260483451  cLC  aHF5415.K45  aKerin, Roger A.  aMarketing: the core . /cRoger A. Kerin, Stephen W. Hartley  a8th ed.  aNew York:bMcGraw-Hill/ Irwin,c2020.  axli, 579 p. :bill. ;c28 cm.  aIncludes index.  aContents: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding customer behavior -- Understanding organizations as customers -- Understanding and reaching global customers and markets -- Marketing research from customer insights to actions -- Market segmentation, targeting and positioning -- Developing new products and services --- Managing successful products, services and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Implementing interactive and multichannel marketing -- Integrating marketing communications and direct marketing -- Advertising, sales and promotion, and public relations -- Using social media and mobile marketing to connect with customers -- Personal selling and sales management  

  aHartley, Steven W.