About this Course
This course of study is built around Marketing: The
Core, 1/e; authored by Kerin, Hartley, Berkowitz, and Rudelius; and
published by McGraw-Hill Higher Education.
Having this textbook at hand can be very helpful, but it is
not required for a rewarding learning experience. If this is your first experience with a
free textbook support resource,
you should take some time to learn how you can get the most from it. Please read this note.
This is an academic course that is intended for college-level
business and management studies. |
Lessons
(Select One)
Part One Initiating the Marketing Process
1. Creating Customer Relationships and Value through Marketing
2. Developing Successful Marketing and Corporate Strategies
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
8. Marketing Research: From Information to Action
9. Identifying Market Segments and Targets
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
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
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