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Test Bank (Download Now) For Marketing: The Core 8th Edition By Kerin ISBN 10: 1260711455, ISBN 13: 9781260711455

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Roger Kerin · Steven Hartley

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Test Bank (Download Now)  For Marketing: The Core 8th Edition By Roger Kerin, Steven Hartley

ISBN 10: 1260711455, ISBN 13: 9781260711455 

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Test Bank (Download Now)  For Marketing: The Core 8th Edition By Kerin

Test Bank (Download Now) For Marketing: The Core 8th Edition By Roger Kerin, Steven Hartley

ISBN 10: 1260711455, ISBN 13: 9781260711455

Table Of Content

Part 1:  Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
Appendix A Building an Effective Marketing Plan
3 Understanding the Marketing Environment, Ethical Behavior, and Social
Responsibility
Part 2:  Understanding Buyers and Markets
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets
Part 3:  Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning
Part 4:  Satisfying Marketing Opportunities
9 Developing New Products and Services
10 Managing Successful Products, Services, and Brands
11 Pricing Products and Services
12 Managing Marketing Channels and Supply Chains
13 Retailing and Wholesaling
14 Implementing Interactive and Multichannel Marketing
15 Integrated Marketing Communications and Direct Marketing
16 Advertising, Sales Promotion, and Public Relations
17 Using Social Media and Mobile Marketing to Connect with Consumers
18 Personal Selling and Sales Management
Appendix B Planning a Career in Marketing

About the Author

Roger Kerin

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 Hartley

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s 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.