Marketing The Core Canadian 4th Edition Kerin Test Bank

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Product Details:

ISBN: 978-1259103179

Author: Arsenio Bonifacio, Sheridan CollegeFollow
Roger Kerin
Steven Hartley
William Rudelius
Christina Clements

Kerin Marketing: The Core, provides students and instructors with a fresh and exciting introduction to marketing. The Fourth Canadian Edition builds on the strengths of the previous editions, adding new and exciting elements that make the material even more interactive and engaging. Marketing: The Core is designed so that students learn and enjoy learning about marketing.

Table of contents:

Part 1: Initiating the Marketing Process
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Organizational and Marketing Strategies
Appendix A Building an Effective Marketing Plan
3. Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

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

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

Part 4: Satisfying Marketing Opportunities
9. Developing New Products and Services
10. Managing Successful Products, Services, and Brands
11. Pricing Products and Services
12. Managing Marketing Channels and Supply Chains
13. Retailing and Wholesaling
14. Implementing Interactive and Multichannel Marketing
15. Integrated Marketing Communications and Direct Marketing
16. Advertising, Sales Promotion, and Public Relations
17. Using Social Media and Mobile Marketing to Connect with Consumers
18. Personal Selling and Sales Management
Appendix B  Planning a Career in Marketing

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