01539nam a22002177a 4500 OSt 20230313143721.0 190807b xxu||||| |||| 00| 0 eng d 9781260483451 LC HF5415.K45 Kerin, Roger A. 460 Marketing: the core . / Roger A. Kerin, Stephen W. Hartley 8th ed. New York: McGraw-Hill/ Irwin, 2020. xli, 579 p. : ill. ; 28 cm. Includes index. Contents: 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 Hartley, Steven W. 461 lcc BK 9412 16912 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-11 HF5415.K45(8e) K/2974/0072/23 2023-03-13 00:00:00 2023-03-13 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2023-03-11 HF5415.K451(8e) K/3015/0113/23 2023-10-13 00:00:00 2 2023-03-13 BK