Marketing, 7e by Kerin, Berkowitz, Hartley, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty?from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

Table of Contents

Part One Initiating the Marketing Process

1 Developing Customer Relationships and Value through Marketing

2 Linking Marketing and Corporate Strategies

Appendix A: Creating an Effective Marketing Plan

3 Scanning the Marketing Environment

4 Ethics and Social Responsibility in Marketing

Part Two Understanding Buyers and Markets

5 Consumer Behavior Former Ch. 6

6 Organizational Markets and Buyer Behavior Former Ch. 7

7 Reaching Global Markets Former Ch. 5

Part Three Targeting Marketing Opportunities

8 Turning Marketing Information into Action Former Ch. 9

9 Identifying Market Segments and Targets Former Ch. 10

Part Four Satisfying Marketing Opportunities

10 Developing New Products and Services Former Ch. 11

11 Managing Products and Brands Former Ch. 12

12 Managing Services Former Ch. 13

13 Building the Price Foundation Former Ch. 14

14 Arriving at the Final Price Former Ch. 15

Appendix B: Financial Aspects of Marketing

15 Managing Marketing Channels and Wholesaling Former Ch. 16

16 Integrating Supply Chain and Logistics Management Former Ch. 17

17 Retailing Former Ch. 18

18 Integrated Marketing Communications and Direct Marketing Former Ch. 19

19 Advertising, Sales Promotion, and Public Relations Former Ch. 20

20 Personal Selling and Sales Management Former Ch. 21

Part Five Managing the Marketing Process

21 Implementing Interactive and Multi-Channel Marketing New: Replaces old Ch8

22 Pulling It All Together: The Strategic Marketing

Appendix C: Planning a Career in Marketing

Appendix D: Alternate Cases

Glossary