Kerin, R: Marketing

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 for Sustainable 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 318
13 Building the Price Foundation
14 Arriving at the Final Price
15 Managing Marketing Channels and Supply Chains
16 Retailing and Wholesaling
17 Implementing Interactive and Multichannel Marketing
18 Integrated Marketing Communications and Direct Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Using Social Media and Mobile Marketing to Connect with Consumers
21 Personal Selling and Sales Management
22 Pulling It All Together: The Strategic Marketing Process


Part 5 Appendices
Appendix C Planning a Career in Marketing
Appendix D Alternate Cases, available in Connect at
www.connect.mheducation.com

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.