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Marketing
Kerin, Roger A., author.
New York, NY : McGraw-Hill LLC, [2023]
"The goal of the 16th edition of Marketing is to create an exceptional experience for to day'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."--
Bibliographic Information
| Format: | Book |
|---|---|
| Author: | Kerin, Roger A., |
| Subject: | Marketing |
| Publication Year: | 2023 |
| Language: | English |
| Published: | New York, NY : McGraw-Hill LLC, [2023] |
| ISBN: | 9781265111946 1265111944 |
| Notes: | Includes bibliographical references and indexes. Part 1. Initiating the marketing process: Chapter 1. Creating customer relationships and value through marketing ; Chapter 2. Developing successful organizational and marketing strategies ; Appendix A. Building an effective marketing plan ; Chapter 3. Scanning the marketing environment ; Chapter 4. Ethical and social responsibility for sustainable marketing -- Part 2. Understanding buyers and markets: Chapter 5. Understanding consumer behavior ; Chapter 6. Understanding organizations as customers ; Chapter 7. Understanding and reaching global consumers and markets -- Part 3. Targeting marketing opportunities: Chapter 8. Marketing research : from customer insights to actions ; Chapter 9. Market segmentation, targeting, and positioning -- Part 4. Satisfying marketing opportunities: Chapter 10. Developing new products and services ; Chapter 11. Managing successful products, services, and brands ; Chapter 12. Services marketing ; Chapter 13. Building the price foundation ; Chapter 14. Arriving at the final price ; Appendix B. Financial aspects of marketing ; Chapter 15. Managing marketing channels and supply chains ; Chapter 16. Retailing and wholesaling ; Chapter 17. Implementing interactive and multichannel marketing ; Chapter 18. Integrated marketing communications and direct marketing ; Chapter 19. Advertising, sales promotion, and public relations ; Chapter 20. Using social media and mobile marketing to connect with consumers ; Chapter 21. Personal selling and sales management ; Chapter 22. Pulling it all together : the strategic marketing process -- Part 5. Appendices: Appendix C. Planning a career in marketing ; Appendix D. Alternate cases, available in connect at www.connect.mheducation.com -- Glossary -- Name index -- Company/product index -- Subject index. |
| Course: |
IFYP021 BUS130 BUS304 |
Availability at HKSYU Library
| Location | Call number | Status |
|---|---|---|
| English Book (5/F) | 658.8 KER 2023 | Available |