Marketing The Core 5th Edition Kerin Test Bank
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Product details:
- ISBN-10 : 0078028922
- ISBN-13 : 978-0078028922
- Author:
Marketing: The Core 5e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty – from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilises a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies.
Table of contents:
PART 1 Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment
PART 2 Understanding Markets and Their Behaviour
Chapter 3 Consumer Behaviour
Chapter 4 Market Research
Chapter 5 B2B Marketing
Chapter 6 Segmentation, Targeting, and Positioning
PART 3 Designing Marketing Strategies and Marketing Mix Elements
Chapter 7 Products and Brands
Chapter 8 New Product Development
Chapter 9 Pricing
Chapter 10 Marketing Channels and Supply Chain
Chapter 11 Retailing and Wholesaling
PART 4 Focusing on New and Evolving Areas
Chapter 12 Outbound Marketing Communications
Chapter 13 Inbound Marketing Communications
Chapter 14 Customer Relationship Management
PART 5 Putting It All Together
Chapter 15 Marketing and Strategic Planning
Appendix A Creating an Effective Marketing Plan
Glossary
Chapter Sources
Chapter Notes
Name Index
Company/Product Index
Subject Index
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