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Informationen zum Autor Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business! Southern Methodist University in Dallas! Texas. Professor Kerin holds a B.A. (magna cum laude)! M.B.A.! and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy! product management! and financial aspects of marketing. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science. Klappentext Experience! Leadership! Innovation. This edition of Marketing 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 author team is committed to (1) building on past experiences as authors! (2) continuing their leadership role in bringing new topics and perspectives to the classroom! and (3) focusing on pedagogical innovation that truly responds to new teaching and learning styles.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. Inhaltsverzeichnis Part One-Initiating the Marketing Process Chapter 1: Creating Customer Relationships and Value through MarketingChapter 2: Developing Successful Marketing and Organizational StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in Marketing Part Two-Understanding Buyers and Markets Chapter 5: Understanding Consumer BehaviorChapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and Markets Part Three-Targeting Marketing Opportunities Chapter 8: Marketing Research: From Insights to ActionChapter 9: Market Segmentation! Targeting! and Positioning Part Four-Satisfying Marketing Opportunities Chapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products! Services! and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising! Sales Promotion! and Public RelationsChapter 19: Social Media MarketingChapter 20: Personal Selling and Sales Management Part Five-Managing the Marketing Process Chapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate CasesGlossaryChapter Notes ...
