000			01835nam a22002417a 4500
003			OSt
005			20231012133127.0
008			190807b xxu||||| |||| 00| 0 eng d
020			_a9781259899294
022			_21259899292
040			_cLC
050			_aHF5415.K45
100			_aKerin, Roger A. _9460
245			_aMarketing: the core. / _cRoger A. Kerin, Stephen W. Hartley
250			_a7th ed.
260			_aNew York: _bMcGraw-Hill/ Irwin, _c2018.
300			_axli, 562 p. : _bill. ; _c28 cm.
500			_aIncludes index.
505			_aContents: 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 --
650			_aMarketing _925
700			_aHartley, Steven W. _9461
942			_2lcc _cBK
999			_c9421 _d16921