Marketing Information Center: Table of Contents



	Book Tour
		Table of Contents

Marketing, 8/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
Eric N. Berkowitz, University of Massachusetts---Amherst
William Rudelius, University of Minnesota

PART ONE	Initiating the Marketing Process
	Chapter 1	Creating Customer Relationships and Value through Marketing
	Chapter 2	Developing Successful Marketing and Corporate Strategies
	Appendix A	Building an Effective Marketing Plan
	Chapter 3	Scanning the Marketing Environment
	Chapter 4	Ethics and Social Responsibility in Marketing
PART TWO	Understanding Buyers and Markets
	Chapter 5	Consumer Behavior
	Chapter 6	Organizational Markets and Buyer Behavior
	Chapter 7	Reaching Global Markets
PART THREE	Targeting Marketing Opportunities
	Chapter 8	Marketing Research: From Information to Action
	Chapter 9	Identifying Market Segments and Targets
PART FOUR	Satisfying Marketing Opportunities
	Chapter 10	Developing New Products and Services
	Chapter 11	Managing Products and Brands
	Chapter 12	Managing Services
	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 Wholesaling
	Chapter 16	Integrating Supply Chain and Logistics Management
	Chapter 17	Retailing
	Chapter 18	Integrated Marketing Communications and Direct Marketing
	Chapter 19	Advertising, Sales Promotion, and Public Relations
	Chapter 20	Personal Selling and Sales Management
PART FIVE	Managing the Marketing Process
	Chapter 21	Implementing Interactive and Multichannel Marketing
	Chapter 22	Pulling It All Together: The Strategic Marketing Process
	Appendix C	Planning a Career in Marketing
	Appendix D	Alternate Cases
GLOSSARY

To obtain an instructor login for this Online Learning Center, ask your local sales representative. If you're an instructor thinking about adopting this textbook, request a free copy for review.