Kerin, Roger A. creator Hartley, Steven W. text xxu New York McGraw-Hill/ Irwin 2020 8th ed. monographic eng

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xli, 579 p. : ill. ; 28 cm. 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 Roger A. Kerin, Stephen W. Hartley Includes index. HF5415.K45 9781260483451 190807 20230313143721.0