Kerin, Roger A. creator Hartley, Steven W. text xxu New York McGraw-Hill/ Irwin 2018 7th ed. monographic eng

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xli, 562 p. : ill. ; 28 cm. Contents: Part 1 Initiating the marketing process: Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- Part 2 Understanding buyers and markets: Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Part 3 Targeting marketing opportunities: Marketing research: from customer insights to actions -- Market segmentation,targeting, and positioning -- Part 4 Satisfying marketing opportunities: Developing new products and services -- Managing successful products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion and public relations -- Using social media and mobile marketing to connect with consumers -- Personal selling and sales management -- Part 5: Managing the marketing process: Implementing interactive and multichannel marketing -- Roger A. Kerin, Stephen W. Hartley Includes index. Marketing HF5415.K45 9781259899294 190807 20231012133127.0