Marketing 11th Edition Kerin Solutions Manual

Marketing 11th Edition Kerin Solutions Manual

Product details:

• ISBN-10 ‏ : ‎ 0077441842
• ISBN-13 ‏ : ‎ 978-0077441845
• Author: Steven W. Hartley

MARKETING: THE CORE, 3/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing’s 21 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.

Table contents:

Part 1 Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing 2

2 Developing Successful Organizational and Marketing Strategies 24

Appendix A Building an Effective Marketing Plan 52

3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68

Part 2 Understanding Buyers and Markets

4 Understanding Consumer Behavior 94

5 Understanding Organizations as Customers 122

6 Understanding and Reaching Global Consumers and Markets 142

Part 3 Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions 172

8 Market Segmentation, Targeting, and Positioning 202

Part 4 Satisfying Marketing Opportunities

9 Developing New Products and Services 228

10 Managing Successful Products, Services, and Brands 258

11 Pricing Products and Services 288

12 Managing Marketing Channels and Supply Chains 314

13 Retailing and Wholesaling 340

14 Integrated Marketing Communications and Direct Marketing368

15 Advertising, Sales Promotion, and Public Relations 394

16 Using Social Media and Mobile Marketing to Connect with Consumers 424

17 Personal Selling and Sales Management 452

Part 5 Managing the Marketing Process

18 Implementing Interactive and Multichannel Marketing 480

Appendix B Planning a Career in Marketing 504

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