Table of contents for Marketing / Roger A. Kerin ... [et al.].


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Part One Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Marketing and Corporate Strategies Appendix A Building an Effective Marketing Plan 3 Scanning the Marketing Environment 4 Ethics and Social Responsibility in Marketing Part Two Understanding Buyers and Markets 5 Consumer Behavior 6 Organizational Markets and Buyer Behavior 7 Reaching Global Markets Part Three Targeting Marketing Opportunities 8 Marketing Research: From Information to Action 9 Identifying Market Segments and Targets Part Four Satisfying Marketing Opportunities 10 Developing New Products and Services 11 Managing Products and Brands 12 Managing Services 13 Building the Price Foundation 14 Arriving at the Final Price Appendix B Financial Aspects of Marketing 15 Managing Marketing Channels and Wholesaling 16 Integrating Supply Chain and Logistics Management 17 Retailing 18 Integrated Marketing Communications and Direct Marketing 19 Advertising, Sales Promotion, and Public Relations 20 Personal Selling and Sales Management Part Five Managing the Marketing Process 21 Implementing Interactive and Multichannel Marketing 22 Pulling It All Together: The Strategic Marketing Process Appendix C Planning a Career in Marketing Appendix D Alternate Cases Glossary Chapter Notes Credits


Library of Congress subject headings for this publication:
Marketing.