Marketing: the core

ویرایش: 4 
نویسندگان: Roger Kerin,  Steven Hartley,  William Rudelius  
سری:  
ISBN (شابک) : 0078112060, 9780078112065 
ناشر: McGraw-Hill Education 
سال نشر: 2010 
تعداد صفحات: 550 
زبان: English 
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) 
حجم فایل: 30 مگابایت 

قیمت کتاب (تومان) : 54,000

Marketing: the Core 4/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty―from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: the Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: the Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:

High Engagement Style - Easy-to-read, interactive, writing style that engages students through activelearning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs―through cases, exercises, and testimonials―that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional andcontemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

Title
Contents
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Marketing and Organizational Strategies
Appendix A BUILDING AN EFFECTIV EMARKETING PLAN
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
10 Developing New Products and Services
11 Managing Successful Products, Services, and Brands
12 Pricing Products and Services
13 Managing Marketing Channels and Supply Chains
14 Retailing and Wholesaling
15 Integrated Marketing Communications and Direct Marketing
16 Advertising, Sales Promotion, and Public Relations
17 Personal Selling and Sales Management
18 Implementing Interactive and Multichannel Marketing
Appenxix B PLANNING A CAREER IN MARKETING
GLOSSARY
LEARNING REVIEW ANSWERS
CHAPTER NOTES
NAME INDEX
COMPANY/PRODUCT INDEX
SUBJECT INDEX