Marketing
The Core
2nd Edition
Published on 21. February 2006
Book
Hardback
425 pages
978-0-07-321574-7 (ISBN)
Description
"Marketing: The Core, 2/e" by Kerin, Berkowitz, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by "Marketing, 8/e", but in a shorter, more accessible package. "The Core" distills "Marketing's" 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using "The Core" also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that's equally kind to both the eyes and the pocketbook. "The Core" is more than just a "baby Kerin"; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Edition type
Revised edition
Illustrations
Illustrations
Dimensions
Height: 254 mm
Width: 203 mm
Thickness: 23 mm
Weight
1406 gr
ISBN-13
978-0-07-321574-7 (9780073215747)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Part One: Initiating the Marketing Process Chapter 1 Creating Customer Relationships and Value through Marketing Chapter 2 Developing Successful Marketing and Corporate Strategies Appendix A Building an Effective Marketing Plan Chapter 3 Scanning the Marketing Environment Chapter 4 Ethics and Social Responsibility in Marketing Part Two: Understanding Buyers and Markets Chapter 5 Consumer Behavior Chapter 6 Organizational Markets and Buyer Behavior Chapter 7 Reaching Global Markets Part Three: Targeting Marketing Opportunities Chapter 8 Marketing Research: From Information to Action Chapter 9 Identifying Market Segments and Targets Part Four: Satisfying Marketing Opportunities Chapter 10 Developing New Products and Services Chapter 11 Managing Products, Services, and Brands Chapter 12 Pricing Products and Services Chapter 13 Managing Marketing Channels and Supply Chains Chapter 14 Retailing and Wholesaling Chapter 15 Retailing and Wholesaling Chapter 16 Integrated Marketing Communications and Direct Marketing Chapter 17 Personal Selling and Sales Management Chapter 18 Implementing Interactive and Multichannel Marketing Appendix B Planning a Career in Marketing