Ise Marketing -- Paperback / softback （15 ed）

Kerin, Roger/ Hartley, Steven

Mcgraw-hill Education（2020/06発売）

• 製本 Paperback:紙装版/ペーパーバック版
• 商品コード 9781260575699

Full Description

Engagement. Leadership.  Innovation.
This market leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported an extensive instructor resources package, Kerin 15e is up-to-date with additional emphases on financial, social media, marketing metrics, and decision-making.
- Comprehensive
- Business-Orientation
- Up-to-Date
- Most extensive instructor resource package on the market!
- Real-world-focus:
- Applying Marketing Metrics
- Marketing Matters
- Making Responsible Decisions
- Insights About Me
- Building Your Marketing Plan
- Integration of Customer Journey Literature

Contents

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 
2 Developing Successful Organizational and Marketing Strategies 
3 Scanning the Marketing Environment 
4 Ethical and Social Responsibility for Sustainable Marketing 

Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior 
6 Understanding Organizations as Customers 
7 Understanding and Reaching Global Consumers and Markets 

Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions 
9 Market Segmentation, Targeting, and Positioning 

Part 4 Satisfying Marketing Opportunities
10 Developing New Products and Services 
11 Managing Successful Products, Services, and Brands 
12 Services Marketing 318
13 Building the Price Foundation 
14 Arriving at the Final Price
15 Managing Marketing Channels and Supply Chains 
16 Retailing and Wholesaling 
17 Implementing Interactive and Multichannel Marketing 
18 Integrated Marketing Communications and Direct Marketing 
19 Advertising, Sales Promotion, and Public Relations 
20 Using Social Media and Mobile Marketing to Connect with Consumers 
21 Personal Selling and Sales Management 
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