000			01952nam a22002537a 4500
003			OSt
005			20220930142808.0
008			190807b xxu||||| |||| 00| 0 eng d
020			_a9780077861032
020			_a0077861035
040			_cLC
050			_aHF5415.M29(12e)
100			_aKerin, Roger A. _9460
245			_aMarketing: / _cRoger A. Kerin, Steven W. Hartley and William Rudelius.
250			_a12th ed.
260			_aNew York: _bMcGraw-Hill, _c2015.
300			_axliv, 740 p. : _bill. ; _c28 cm.
500			_aIncludes index.
505			_aContent: 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 research: From customer insights to actions -- Market segmentation, targeting, and positioning -- 4.Satisfying marketing opportunities: Developing new products and services -- Managing successful products, services, and brands -- Service marketing -- Building the price foundation -- Arriving at the final price -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using Social media to connect with consumers -- Personal selling and sales management -- 5. Managing the marketing process: Implementing interactive and multichannel marketing -- Pulling it all together: the strategic marketing process --
650			_2Marketing
700			_aHartley, Steven W. _9461
700			_aRudelius, William. _9462
942			_2lcc _cBK
999			_c8070 _d15570