Marketing / Roger A. Kerin, Steven W. Hartley and William Rudelius

Content includes:

PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in 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 MAREKETING 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
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process

Includes index