Marketing : the core / Roger A. Kerin, Steven W. Hartley, William Rudelius.
Material type:
TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill/Irwin, c2004.Description: 1v.(various pagings): col. ill. ; 28 cmISBN: - 0072547030
- 658.8 KER
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds | |
|---|---|---|---|---|---|---|---|---|
| Book | Mzumbe University Main Campus Library | 658.8 KER (Browse shelf(Opens below)) | 1 | Available | 0078822 | |||
| Book | Mzumbe University Main Campus Library | 658.8 KER (Browse shelf(Opens below)) | 1 | Available | 0063517 |
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| 658.8 KER Marketing / | 658.8 KER Marketing / | 658.8 KER Marketing : the core / | 658.8 KER Marketing : the core / | 658.8 KER Marketing : the core / | 658.8 KER Marketing : the core / | 658.8 KER Marketing / |
Includes bibliographical references (CN1-CN14) and index.
Part 1: Initiating the Marketing ProcessChapter 1:Developing Customer Relationships and Value through MarketingChapter 2:Chapter 2: Linking Marketing and Corporate StrategiesChapter 3: Scanning the Marketing EnvironmentChapter 4:Ethics and Social Responsibility in MarketingPart 2: Understanding Buyers and MarketsChapter 5:Consumer BehaviorChapter 6:Organizational Markets and Buying BehaviorChapter 7:Reaching Global MarketsPart 3: Targeting Marketing OpportunitiesChapter 8: Turning Marketing Information into ActionChapter 9:Identifying Market Segments and TargetsPart 4: Satisfying Marketing OpportunitiesChapter 10:Developing New Products and ServicesChapter 11:Managing Products, Services, and BrandsChapter 12:Pricing Products and ServicesChapter 13:Managing Marketing Channels and Supply ChainsChapter 14:Retailing and WholesalingChapter 15:Integrated Marketing, Communications, and Direct MarketingChapter 16:Advertising, Sales Promotion, and Public Relations Chapter 17:Personal Selling and Sales ManagementChapter 18:Implementing Interactive and Multi-Channel MarketingAppendix A: Creating an Effective Marketing Plan
eng
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