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.

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Part One Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Marketing and Corporate Strategies

Appendix A Building 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 6 Organizational Markets and Buyer Behavior 7 Reaching Global Markets

Part Three Targeting Marketing Opportunities 8 Marketing Research: From Information to Action 9 Identifying Market Segments and Targets

Part Four Satisfying Marketing Opportunities 10 Developing New Products and Services 11 Managing Products and Brands 12 Managing Services 13 Building the Price Foundation 14 Arriving at the Final Price

Appendix B Financial Aspects of Marketing 15 Managing Marketing Channels and Wholesaling 16 Integrating Supply Chain and Logistics Management 17 Retailing 18 Integrated Marketing Communications and Direct Marketing 19 Advertising, Sales Promotion, and Public Relations 20 Personal Selling and Sales Management

Part Five Managing the Marketing Process 21 Implementing Interactive and Multichannel Marketing 22 Pulling It All Together: The Strategic Marketing Process

Appendix C Planning a Career in Marketing

Appendix D Alternate Cases

Glossary

Chapter Notes

Credits