Marketing Information Center: Table of Contents


		Overview MH Enhanced Cartridge Table of Contents About the Authors Book Preface Sample Chapters Feature Summary Supplements Marketer's Showdown Demo PageOut


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Marketing, 9/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota

Part 1	Initiating the Marketing Process
	1	Creating Customer Relationships and Value Through Marketing
	2	Developing Successful Marketing and Organizational Strategies
			APPENDIX A Building an Effective Marketing Plan
	3	Scanning the Marketing Environment
	4	Ethical and Social Responsibility in Marketing
Part 2	Understanding Buyers and Markets
	5	Understanding Consumer Behavior
	6	Understanding Organizations as Customers
	7	Understanding and Reaching Global Consumers and Markets
Part 3	Targeting Marketing Opportunities
	8	Marketing Research: From Customer Insights to Actions
	9	Segmenting, Positioning, and Forecasting Markets
Part 4	Satisfying Marketing Opportunities
	10	Developing New Products and Services
	11	Managing Products and Brands
	12	Managing Services
	13	Building the Price Foundation
	14	Arriving at the Final Price
			APPENDIX B Financial Aspects of Marketing
	15	Managing Marketing Channels and Wholesaling
	16	Customer-Driven Supply Chain and Logistics Management
	17	Retailing
	18	Integrated Marketing Communications and Direct Marketing
	19	Advertising, Sales Promotion, and Public Relations
	20	Personal Selling and Sales Management
Part 5	Managing the Marketing Process
	21	Implementing Interactive and Multichannel Marketing
	22	Pulling it all Together: The Strategic Marketing Process
			APPENDIX C Planning a Career in Marketing
			APPENDIX D Alternate Cases

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