000			01539nam a22002177a 4500
003			OSt
005			20230313143721.0
008			190807b xxu||||| |||| 00| 0 eng d
020			_a9781260483451
040			_cLC
050			_aHF5415.K45
100			_aKerin, Roger A. _9460
245			_aMarketing: the core . / _cRoger A. Kerin, Stephen W. Hartley
250			_a8th ed.
260			_aNew York: _bMcGraw-Hill/ Irwin, _c2020.
300			_axli, 579 p. : _bill. ; _c28 cm.
500			_aIncludes index.
505			_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
700			_aHartley, Steven W. _9461
942			_2lcc _cBK
999			_c9412 _d16912