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Initiating the marketing process — Creating customer relationships and value through marketing — Developing successful organizational and marketing strategies — Appendix A: Building an effective marketing plan — Understanding the marketing environment, ethical behavior, and social responsibility — Understanding buyers and markets — Understanding consumer behavior — Understanding organizations as customers — Understanding and reaching global consumers and markets — Targeting marketing opportunities — Marketing research: from customer insights to actions — Market segmentation, targeting, and positioning — Satisfying marketing opportunities — Developing new products and services — Managing successful products, services, and brands — Pricing products and services — Managing marketing channels and supply chains — Retailing and wholesaling — Integrated marketing communications and direct marketing — Advertising, sales promotion, and public relations — Using social media to connect with consumers — Personal selling and sales management — Implementing interactive and multichannel marketing — Appendix B: Planning a career in marketing — Glossary — Name index — Company/product index — Subject index

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Initiating the marketing process — Creating customer relationships and value through marketing — Developing successful organizational and marketing strategies — Appendix A: Building an effective marketing plan — Understanding the …

Noteworthy Traits and Thorough Info

• ISBN-10: 1259712362

• ISBN-13: 9781259712364

• Authors: Steven W. Hartley, Roger A. Kerin

• Author: McGraw-Hill Education

• Publication Day: 2017-01-26

• MSRP:

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