Marketing: The Core 6th Edition Kerin : Publisher DESCRIPTION
Marketing: The Core, provides students and instructors with a fresh and exciting introduction to marketing in its popular magazine-style format. The sixth Canadian edition of Marketing: The Core reflects new marketing reality with its standard features as well as new elements and content that are designed to engage. Marketing: The Core is designed so that students learn and enjoy learning about marketing. It is current. It is real. It reflects marketing in Canada.
PART 1 Understanding Marketing
Chapter 1 Marketing Fundamentals
Chapter 2 The Marketing Environment
PART 2 Understanding Markets and Their Behaviour
Chapter 3 Consumer Behaviour
Chapter 4 Market Research
Chapter 5 B2B Marketing
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 Chain
Chapter 11 Retailing and Wholesaling
Marketing: The Core 6th Edition Kerin
PART 4 Focusing on New and Evolving Areas
Chapter 12 Outbound Marketing Communications
Chapter 13 Inbound Marketing Communications
Chapter 14 Customer Relationship Management
PART 5 Putting It All Together
Chapter 15 Marketing and Strategic Planning
Appendix A Creating an Effective Marketing Plan
Glossary
Chapter Sources
Chapter Notes
Name Index
Company/Product Index
Subject Index
Marketing: The Core 6th Edition Kerin
NEW SMARTBOOK 2.0. Connect’s SmartBook 2.0 provides more personalization, productivity and accessibility to improve the teaching and learning experience for both instructors and students.%%% With an increased granularity in the SmartBook 2.0 assignments, instructors now have greater ability to control the level, depth, and type of assignments based on their course syllabus. Students can focus on content areas that they struggle with and need more attention on based on the improved Student Recharge experience in SmartBook 2.0. Available on mobile smart devices – with both online and offline access, Connect’s SmartBook 2.0 enables students to study anywhere and anytime.
Chapter features and outlines: Each chapter opens with these elements to highlight newsy features within the chapter and create a path that guides readers through the chapter and its content.
Marketing: The Core 6th Edition Kerin
