Librarian View
LEADER 03769cam a2200445 i 4500
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991008105967007546
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20241115090819.0
008
211230s2023 nyua b 001 0 eng d
010
a| 2021060512
015
a| GBC234899
2| bnb
016
7
a| 020500849
2| Uk
020
a| 9781265111946
035
a| (OCoLC)1290721746
z| (OCoLC)1290436395
035
a| (OCoLC)on1290721746
040
a| DLC
b| eng
e| rda
c| DLC
d| OCLCO
d| OCLCF
d| OCLCO
d| UKMGB
d| HkLN
d| HK-SYU
042
a| pcc
050
4
a| HF5415
b| .M29474 2023
082
0
0
a| 658.8
2| 23/eng/20211230
092
0
a| 658.8
b| KER 2023
100
1
a| Kerin, Roger A.,
e| author.
245
1
0
a| Marketing /
c| Roger A. Kerin, Steven W. Hartley.
250
a| Sixteenth edition.
250
a| International student edition.
264
1
a| New York, NY :
b| McGraw-Hill LLC,
c| [2023]
264
4
c| ©2023
300
a| xlviii, 736 pages :
b| color illustrations ;
c| 28 cm
336
a| text
b| txt
2| rdacontent
337
a| unmediated
b| n
2| rdamedia
338
a| volume
b| nc
2| rdacarrier
504
a| Includes bibliographical references and indexes.
505
0
a| 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.
520
a| "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."--
c| Provided by publisher.
650
0
a| Marketing.
700
1
a| Hartley, Steven W.,
e| author.
910
a| sfc
b| kkl
c| wsl
998
a| book
b| 15-11-24
945
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