| Description |
The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing. Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged. Key Features |
| Table of Contents |
Kerin, Marketing: The Core Part 1: Initiating the Marketing Process Chapter 1: Developing Customer Relationships and Value through Marketing Chapter 2: Linking Corporate And Marketing Strategies Appendix A: Creating an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment Chapter 4: Ethics and Social Responsibility in Marketing Part 2: Understanding Buyers and Markets Chapter 5: Buyer Behaviour Chapter 6: Reaching Global Markets Part 3: Targeting Marketing Opportunities and Markets Chapter 7: Turning Marketing Information into Action Chapter 8: Identifying Market Segments and Targets Part 4: Satisfying Marketing Opportunities Chapter 9: Developing New Products and Services Chapter 10: Managing Products, Services and Brands Chapter 11: Pricing Products and Services Chapter 12: Managing Marketing Channels and Supply Chains Chapter 13: Retailing, Wholesaling and Interactive Marketing Chapter 14: Integrated Marketing Communications Chapter 15: Advertising, Sales Promotion, Public Relations and Personal Selling |
