Marketing
著者
書誌事項
Marketing
McGraw Hill, c2023
16th ed., international student ed
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注記
Index: p. 688-736
内容説明・目次
内容説明
Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with "Marketing Matters," "Making Responsible Decisions," "Insights about me," "Applying Marketing Metrics," "Integration of the Customer Journey" and "Building your Marketing Plan" features throughout.
Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.
目次
Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
Part 2: Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and Reaching Global Consumers and Markets
Part 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning
Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Implementing Interactive and Multichannel Marketing
Chapter 18: Integrated Marketing Communications and Direct Marketing
Chapter 19: Advertising, Sales Promotion, and Public Relations
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers
Chapter 21: Personal Selling and Sales Management
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Part 5: Appendices
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com
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