Test Bank Marketing 13th Edition by Roger A. Kerin Steven W. Hartley
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Test Bank Marketing 13th Edition by Roger A. Kerin Steven W. Hartley
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Product Description
Test Bank Marketing 13th Edition by Roger A. Kerin Steven W. Hartley
Roger A. Kerin, Steven W. Hartley
The 13th edition of “Marketing” by Kerin and Hartley is a comprehensive textbook that focuses on the principles of marketing with a strong emphasis on decision-making. The text integrates real-world examples, cases, and exercises, designed to help students apply marketing concepts in practical settings. This edition continues to balance traditional marketing fundamentals with contemporary issues like digital marketing, social responsibility, and sustainability.
ISBN-10: 1259573540
ISBN-13: 9781259573545
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 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. 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
13. Building the Price Foundation
14. Arriving at the Final Price
15. Managing Marketing Channels and Supply Chains
16. Retailing and Wholesaling
17. Integrated Marketing Communications and Direct Marketing
18. Advertising, Sales Promotion, and Public Relations
19. Using Social Media and Mobile Marketing to Connect with Consumers
20. Personal Selling and Sales Management
Appendices: Marketing Plan, Glossary, Index
Marketing 13th Edition by Roger A. Kerin Steven W. Hartley Test BankAnswers