書誌事項

Marketing

Roger A. Kerin, Steven W. Hartley

McGraw-Hill Education, c2019

14th ed., international student ed

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注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

Kerin/Hartley's Marketing 14th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make this 14th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.

目次

SECTION 1: ASSESSING THE MARKETPLACE 1 Overview of Marketing 2 Developing Marketing Strategies and a Marketing Plan 3 Social and Mobile Marketing 4 Conscious Marketing, Corporate Social Responsibility, and Ethics 5 Analyzing the Marketing Environment SECTION 2: UNDERSTANDING THE MARKETPLACE 6 Consumer Behavior 7 Business-to-Business Marketing 8 Global Marketing SECTION 3: TARGETING THE MARKETPLACE 9 Segmentation, Targeting, and Positioning 10 Marketing Research SECTION 4: VALUE CREATION 11 Product, Branding, and Packaging Decisions 12 Developing New Products 13 Services: The Intangible Product SECTION 5: VALUE CAPTURE 14 Pricing Concepts for Establishing Value SECTION 6: VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN 15 Supply Chain and Channel Management 17 Retailing and Omnichannel Marketing SECTION 7: VALUE COMMUNICATION 18 Integrated Marketing Communications 19 Advertising, Public Relations, and Sales Promotions 20 Personal Selling and Sales Management

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詳細情報

  • NII書誌ID(NCID)
    BB29350107
  • ISBN
    • 9781260092110
  • 出版国コード
    us
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    New York
  • ページ数/冊数
    xliii, 734 p.
  • 大きさ
    28 cm
  • 分類
  • 件名
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