Marketing / Roger A. Kerin ... [et al.].

Contributor(s):

Kerin, Roger A [author]

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublisher: New York : McGraw-Hill/Irwin, [2006]Copyright date: ©2006. Edition: Eighth editionDescription: xlvi, 733 pages : color illustrations, color maps ; 29 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0072828803 (text : alk. paper)
0073080152 (pkg. : alk. paper)

Subject(s):

Marketing

DDC classification:

658.8 22 M.

Online resources:

Contents:

Cover -- Title Page -- Copyright Page -- Preface -- Engagement -- Leadership -- Innovation -- New and Revised Content -- Instructor Resources -- Acknowledgments -- Brief Contents -- Detailed Contents -- Part 1 Initiating the Marketing Process -- 1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING -- At Chobani, Marketing Is All Natural! -- Creating an Exceptional Product -- Connecting with Customers -- Chobani Today -- Chobani, Marketing, and You -- What Is Marketing? -- Marketing and Your Career -- Marketing: Delivering Value to Customers The Diverse Elements Influencing Marketing Actions -- What Is Needed for Marketing to Occur -- How Marketing Discovers and Satisfies Consumer Needs -- Discovering Consumer Needs -- The Challenge: Meeting Consumer Needs with New Products -- Satisfying Consumer Needs -- The Marketing Program: How Customer Relationships Are Built -- Relationship Marketing: Easy to Understand, Hard to Do -- The Marketing Program and Market Segments -- 3M's Strategy and Marketing Program to Help Students Study -- How Marketing Became So Important -- Evolution toward a Market Orientation Focusing on Customer Relationship Management -- Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups -- The Breadth and Depth of Marketing -- Learning Objectives Review -- Learning Review Answers -- Focusing on Key Terms -- Applying Marketing Knowledge -- Building Your Marketing Plan -- Video Case 1: Chobani®: Making Greek Yogurt a Household Name -- 2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES -- Peace, Love, and Ice Cream -- Today's Organizations -- Kinds of Organizations -- What Is Strategy? Making Responsible Decisions: New Types of Organizations Help Entrepreneurs Focus on Passion and Purpose -- The Structure of Today's Organizations -- Strategy in Visionary Organizations -- Organizational Foundation: Why Does It Exist? -- Organizational Direction: What Will It Do? -- Organizational Strategies: How Will It Do It? -- Tracking Strategic Performance with Marketing Analytics -- Applying Marketing Metrics: How Well Is Ben & Jerry's Doing? -- Setting Strategic Directions -- A Look Around: Where Are We Now? -- Growth Strategies: Where Do We Want to Go? Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple's Projected Future Growth for Its Major SBUs Come From? -- The Strategic Marketing Process -- Principles Underlying the Strategic Marketing Process -- The Planning Phase of the Strategic Marketing Process -- The Implementation Phase of the Strategic Marketing Process -- The Evaluation Phase of the Strategic Marketing Process -- Learning Objectives Review -- Learning Review Answers -- Focusing on Key Terms -- Applying Marketing Knowledge -- Building Your Marketing Plan -- Video Case 2: IBM: Putting Smart Strategy to Work

Summary: "The goal of the 15th edition of Marketing is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education"--

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Main library B7	Commerce and business administration ( Marketing )	658.8 M. (Browse shelf(Opens below))	Available		00004374

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Includes bibliographical references (p. 673-700) and indexes.

Cover --
Title Page --
Copyright Page --
Preface --
Engagement --
Leadership --
Innovation --
New and Revised Content --
Instructor Resources --
Acknowledgments --
Brief Contents --
Detailed Contents --
Part 1 Initiating the Marketing Process --
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING --
At Chobani, Marketing Is All Natural! --
Creating an Exceptional Product --
Connecting with Customers --
Chobani Today --
Chobani, Marketing, and You --
What Is Marketing? --
Marketing and Your Career --
Marketing: Delivering Value to Customers The Diverse Elements Influencing Marketing Actions --
What Is Needed for Marketing to Occur --
How Marketing Discovers and Satisfies Consumer Needs --
Discovering Consumer Needs --
The Challenge: Meeting Consumer Needs with New Products --
Satisfying Consumer Needs --
The Marketing Program: How Customer Relationships Are Built --
Relationship Marketing: Easy to Understand, Hard to Do --
The Marketing Program and Market Segments --
3M's Strategy and Marketing Program to Help Students Study --
How Marketing Became So Important --
Evolution toward a Market Orientation Focusing on Customer Relationship Management --
Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups --
The Breadth and Depth of Marketing --
Learning Objectives Review --
Learning Review Answers --
Focusing on Key Terms --
Applying Marketing Knowledge --
Building Your Marketing Plan --
Video Case 1: Chobani®: Making Greek Yogurt a Household Name --
2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES --
Peace, Love, and Ice Cream --
Today's Organizations --
Kinds of Organizations --
What Is Strategy? Making Responsible Decisions: New Types of Organizations Help Entrepreneurs Focus on Passion and Purpose --
The Structure of Today's Organizations --
Strategy in Visionary Organizations --
Organizational Foundation: Why Does It Exist? --
Organizational Direction: What Will It Do? --
Organizational Strategies: How Will It Do It? --
Tracking Strategic Performance with Marketing Analytics --
Applying Marketing Metrics: How Well Is Ben & Jerry's Doing? --
Setting Strategic Directions --
A Look Around: Where Are We Now? --
Growth Strategies: Where Do We Want to Go? Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple's Projected Future Growth for Its Major SBUs Come From? --
The Strategic Marketing Process --
Principles Underlying the Strategic Marketing Process --
The Planning Phase of the Strategic Marketing Process --
The Implementation Phase of the Strategic Marketing Process --
The Evaluation Phase of the Strategic Marketing Process --
Learning Objectives Review --
Learning Review Answers --
Focusing on Key Terms --
Applying Marketing Knowledge --
Building Your Marketing Plan --
Video Case 2: IBM: Putting Smart Strategy to Work

"The goal of the 15th edition of Marketing is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education"--

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Marketing / Roger A. Kerin ... [et al.].

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