Marketing
著者
書誌事項
Marketing
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
「Nielsen BookData」 より
