Marketing w/PowerWeb

Marketing, 8e by Kerin, Hartley, Berkowitz, 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. This edition is available in both print version and interactive /online version via PowerText, an integrated learning experience that combines the traditional content of a textbook with the media-rich environment of the Internet and both versions are supported by a dramatically expanded and improved multimedia teaching package.

Table of Contents:
Part OneInitiating the Marketing Process1Creating Customer Relationships and Value through Marketing2Developing Successful Marketing and Corporate StrategiesAppendix ABuilding an Effective Marketing Plan3Scanning the Marketing Environment4Ethics and Social Responsibility in MarketingPart TwoUnderstanding Buyers and Markets5Consumer Behavior 6Organizational Markets and Buyer Behavior7Reaching Global MarketsPart ThreeTargeting Marketing Opportunities8Marketing Research: From Information to Action9Identifying Market Segments and TargetsPart FourSatisfying Marketing Opportunities10Developing New Products and Services11Managing Products and Brands12Managing Services13Building the Price Foundation14Arriving at the Final PriceAppendix BFinancial Aspects of Marketing15Managing Marketing Channels and Wholesaling16Integrating Supply Chain and Logistics Management17Retailing18Integrated Marketing Communications and Direct Marketing19Advertising, Sales Promotion, and Public Relations20Personal Selling and Sales ManagementPart FiveManaging the Marketing Process21Implementing Interactive and Multichannel Marketing22Pulling It All Together: The Strategic Marketing ProcessAppendix CPlanning a Career in MarketingAppendix DAlternate CasesGlossaryChapter NotesCredits

About the Author :
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. Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association. He is Professor of Marketing in the Isenberg School of Management at the University of Massachusetts, Amherst. William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.