TY  - BOOK
AU  - Kerin,Roger A.
AU  - Hartley,Steven William
TI  - Marketing: the core 
SN  - 9781259712364
AV  - HF 5415 K47.2018
PY  - 2018///
CY  - New York, NY
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Mercadotecnia
N1  - Incluye referencias bibliográficas e índice; Initiating the marketing process -- Creating customer relationships and value through marketing -- Developing successful organizational and marketing strategies -- Appendix A: Building an effective marketing plan -- Understanding the marketing environment, ethical behavior, and social responsibility -- Understanding buyers and markets -- Understanding consumer behavior -- Understanding organizations as customers -- Understanding and reaching global consumers and markets -- Targeting marketing opportunities -- Marketing research: from customer insights to actions -- Market segmentation, targeting, and positioning -- Satisfying marketing opportunities -- Developing new products and services -- Managing successful products, services, and brands -- Pricing products and services -- Managing marketing channels and supply chains -- Retailing and wholesaling -- Integrated marketing communications and direct marketing -- Advertising, sales promotion, and public relations -- Using social media to connect with consumers -- Personal selling and sales management -- Implementing interactive and multichannel marketing -- Appendix B: Planning a career in marketing -- Glossary -- Name index -- Company/product index -- Subject index
ER  -