Test Bank Marketing The Core 8th Edition by Roger A. Kerin

Test Bank Marketing The Core 8th Edition by Roger A. Kerin

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Test Bank Marketing The Core 8th Edition by Roger A. Kerin

The 8th edition of Marketing: The Core provides a concise and focused presentation of marketing principles, covering 18 chapters that emphasize practical application of marketing concepts, engagement through active learning, and innovation in teaching marketing strategies. This edition also integrates modern marketing metrics and data-driven decision-making.

ISBN-10: 1260088863
ISBN-13: 9781260088861

Roger A. Kerin, Steven W. Hartley

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. 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