PART 1: INITIATING THE MARKETING PROCESSChapter 1: Creating Customer Relationships and Value through MarketingChapter 2: Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in MarketingPART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer BehaviorChapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MARKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate Cases
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of
Marketing at the Edwin L. Cox School of Business, Southern
Methodist University in Dallas, Texas. Professor Kerin holds a B.A.
(magna cum laude), M.B.A., and Ph.D. from the University of
Minnesota. His teaching and research interests lie in marketing
planning and strategy, product management, and financial aspects of
marketing. Professor Kerin is a frequent participant in executive
development programs and is also an active consultant on matters of
marketing planning and strategy. Professor Kerin has published and
authored several texts and many articles on marketing. He also
serves on numerous journal editorial review boards and is currently
a member of the Board of Governors of the Academy of Marketing
Science.
Steven W. Hartley is Professor of Marketing in the Daniels College
of Business at the University of Denver. He holds a bachelors
degree in mechanical engineering, an M.B.A., and a Ph.D. from the
University of Minnesota. Dr. Hartley was formerly the chair of the
Department of Marketing at the University of Denver and has taught
at the University of Colorado, the University of Minnesota, and in
several executive development programs. His teaching interests
include principles of marketing, marketing research, and marketing
planning. Dr. Hartley's research has appeared in many leading
marketing publications. He is an active consultant to several
prominent U.S. corporations and is active in many professional
organizations including the American Marketing Association, the
Academy of Marketing Science, and the Marketing Educators'
Association.
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