Description

Book Synopsis
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, t

Table of Contents
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

Marketing ISE

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    A Paperback / softback by Roger Kerin, Steven Hartley

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      Publisher: McGraw-Hill Education
      Publication Date: Publication Date: 20/04/2022
      ISBN13: 9781265111946, 978-1265111946
      ISBN10: 1265111944

      Description

      Book Synopsis
      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, t

      Table of Contents
      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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