ISE Marketing
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ISE Marketing

ISE Marketing

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About the Book

Engagement. Leadership.  Innovation. This market leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported an extensive instructor resources package, Kerin 15e is up-to-date with additional emphases on financial, social media, marketing metrics, and decision-making. - Comprehensive - Business-Orientation - Up-to-Date - Most extensive instructor resource package on the market! - Real-world-focus: - Applying Marketing Metrics - Marketing Matters - Making Responsible Decisions - Insights About Me - Building Your Marketing Plan - Integration of Customer Journey Literature

Table of Contents:
Part 1 Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing  2 Developing Successful Organizational and Marketing Strategies  3 Scanning the Marketing Environment  4 Ethical and Social Responsibility for Sustainable 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 Market Segmentation, Targeting, and Positioning  Part 4 Satisfying Marketing Opportunities 10 Developing New Products and Services  11 Managing Successful Products, Services, and Brands  12 Services Marketing 318 13 Building the Price Foundation  14 Arriving at the Final Price 15 Managing Marketing Channels and Supply Chains  16 Retailing and Wholesaling  17 Implementing Interactive and Multichannel Marketing  18 Integrated Marketing Communications and Direct Marketing  19 Advertising, Sales Promotion, and Public Relations  20 Using Social Media and Mobile Marketing to Connect with Consumers  21 Personal Selling and Sales Management  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


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Product Details
  • ISBN-13: 9781260575699
  • Publisher: McGraw-Hill Education
  • Publisher Imprint: Mcgraw-Hill Education
  • Height: 274 mm
  • Spine Width: 28 mm
  • Width: 218 mm
  • ISBN-10: 1260575691
  • Publisher Date: 23 Jun 2020
  • Binding: Paperback
  • Language: English
  • Weight: 1533 gr


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