Marketing
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Marketing 10/e 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 utilizes 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 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. The distinctive features of the approach are illustrated below:High Engagement Style - Easy-to-read, interactive, writing style that engages students through activelearning techniques.Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.Integrated Technology - The use of powerful technical resources and learning solutions.Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional andcontemporary concepts.Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.
Pt. IInitiating the Marketing Process1Marketing: A Focus on the Consumer42Marketing in the Organization: An Overview303The Changing Marketing Environment564Ethics and Social Responsibility in Marketing88Pt. IIUnderstanding Buyers and Markets5Consumer Behavior1106Organizational Markets and Buyer Behavior138Pt. IIITargeting Marketing Opportunities7Collecting and Using Marketing Information1668Market Segmentation, Targeting, and Positioning1949Micromarketing, Information Technology, and Forecasting222Pt. IVSatisfying Marketing Opportunities10Developing New Products25211Managing the Product28212Pricing: Relating Objectives to Revenues and Costs31213Pricing: Arriving at the Final Price336Appendix A: Financial Aspects of Marketing36614Marketing Channels and Wholesaling37415Physical Distribution and Logistics Management40216Retailing43017Promotional Process, Sales Promotion, and Publicity46218Advertising49019Personal Selling and Sales Management516Pt. VManaging the Marketing Process20The Strategic Marketing Process: The Planning Phase54621The Strategic Marketing Process: Implementation and Control Phases574Pt. VIExpanding Marketing Settings22International Marketing60223Marketing of Services632Appendix B: Career Planning in Marketing656Cases676Glossary717Notes733Author Index759Company and Product Index767Subject Index775Credits789
