Marketing The Core 7th Edition + Connect by Roger A. Kerin 9781265771638 *119g [ZZ]

Paperback + Connect, McGraw Hill Tags: MKTG1206 BUS6850 FASH119 MKT0018 MKTG111 MKTG19439 MKT1188

Kerin, Marketing: The Core provides a comprehensive exploration of core marketing principles with a focus on Canadian business contexts. It covers essential topics such as market research, consumer behavior, and strategic marketing planning, offering practical insights and examples relevant to the Canadian business landscape. With a reader-friendly approach and a wealth of case studies, this edition is designed to engage and educate students at both diploma and degree levels. Kerin, Marketing: The Core Canadian edition is a trusted resource for those seeking a deep understanding of marketing concepts within the unique dynamics of the Canadian marketplace.

PART 1 Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment

PART 2 Understanding Markets and Their Behaviour
Chapter 3 Customer Behaviour
Chapter 4 Market Research
Chapter 5 Marketing to Organizations
Chapter 6 Segmentation, Targeting, and Positioning

PART 3 Designing Marketing Strategies and Marketing Mix Elements
Chapter 7 Products and Brands
Chapter 8 New Product Development
Chapter 9 Pricing
Chapter 10 Marketing Channels and Supply Chains
Chapter 11 Retailing and Wholesaling

PART 4 Focusing on New and Evolving Areas
Chapter 12 Integrated Marketing Communications-The Mix, Trends, and Industry
Chapter 13 Integrated Marketing Communications-Promotional Tools
Chapter 14 Customer Relationship Management

PART 5 Putting It All Together
Chapter 15 Strategic Marketing Planning

Appendix A Building an Effective Marketing Plan
Glossary
Chapter Sources
Chapter Notes
Name Index
Company/Product Index
Subject Index