Marketing: THE CORE Information Center: Table of Contents


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Marketing: THE CORE, 2/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
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, Services, and Brands
	Chapter 12	Pricing Products, Services, and Brands
	Chapter 13	Managing Marketing Channels and Supply Chains
	Chapter 14	Retailing and Wholesaling
	Chapter 15	Integrated Marketing Communications and Direct Marketing
	Chapter 16	Advertising, Sales Promotion, and Public Relations
	Chapter 17	Personal Selling and Sales Management
	Chapter 18	Implementing Interactive and Multichannel Marketing
	Appendix B	Planning a Career in Marketing
GLOSSARY

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