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Then go to the publishers sites and download, all ppt files, all pdf
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And Good Luck.
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| 001
Dynamic... Exciting... Challenging... and Surprising!
The 21st century is an extraordinary time for instructors, students, and
managers to be involved in the field of marketing. Virtual advertising,
multi-channel retailing, eCRM, cashless vending, everyday fair pricing, online
coupons, data mining, and brand equity are just a few of the many indications
that marketing is racing into a new era. At the same time, many traditional
elements of the discipline such as segmentation, new product development, and
pricing are growing in importance and use. The combination of the contemporary
and the traditional elements of marketing create a truly exceptional topic to
study and understand. We appreciate the opportunity to share our enthusiasm for
the field with you and welcome you to your introduction to marketing!..
Our
Site
The 3 Books
Link
Available as e book at
Sample Chapter 1 (525.0K)
Developing Customer Relationships and Value through
Marketing
Our Server
(26 pages)
ker47030_022_042.pdf
(3407.0K) Linking Marketing and Corporate
Strategies
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ker47030_043_059.pdf
(2014.0K) Appendix A Creating an Effective Marketing Plan
Our Server
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Marketing: THE CORE, 2/e
Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota
ISBN: 0072999896
Copyright year: 2007
Save 50% by
purchasing an eBook!
MARKETING: THE CORE, 2/e by Kerin,
Hartley, and Rudelius continues the tradition of cutting-edge content and
student-friendliness set by Marketing 8/e, but in a shorter, more
accessible package. The Core distills Marketing's 22
chapters down to 18, leaving instructors just the content they need to cover the
essentials of marketing in a single semester. Instructors using The Core
also benefit from a full-sized supplements package that surpasses
anything offered by the competition, while students will appreciate the
easy-to-read paperback format that's equally kind to both the eyes and the
pocketbook. The Core is more than just a "baby Kerin"; it
combines great writing, currency, and supplements into the ideal package for
budget-conscious students and time-conscious professors.
PowerWeb is now organized and available directly within each chapter.
You can access the PowerWeb content directly by clicking in the Left Hand
Navigation Menu, selecting a chapter, and any of the premium content features:
PowerWeb Articles and Weekly Updates Archive. For access to PowerWeb content,
you will need a registration code. The PowerWeb registration code is included on
the card that came with your new textbook. If you have already registered, just
enter your username and password when you are prompted to.
Please visit its
Information Center.
Sample Chapters (pdf)
Sample Chapter 1 (1242.0K) Creating Customer Relationships
and Value through Marketing
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Sample Chapter 2 (1403.0K) Developing Successful
Marketing and Corporate Strategies
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Sample Chapter 3 (1267.0K) Scanning the Marketing
Environment
Our Server
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| 007
Customer
Focused Marketing
Good marketers are constantly gathering information
about their customers in an effort to better serve them
and, most importantly, to retain them as loyal
customers. In recent years a number of techniques have
emerged that are designed to: 1) improve the
relationship between the marketer and its current and
potential customers and 2) utilize these relationships
to not only build stronger ties with existing satisfied
customer but also to use existing customers to help
locate new customers. Collectively, we refer to these
tools and methods as Customer-Focused Marketing since
these attempts to identify and target customers right
down to the very narrowest of levels - the individual
customer. In this way marketers attempt to gain intimate
understanding of their customers and satisfy their
individual needs. In this section we present a number
of areas that arguably fall within the Customer-Focused
category. The idea of this category is to provide links
to resources that assist with micro-marketing (i.e.,
individual customers) activities, help with establishing
a line of communication with the customer in a way that
makes it appear to be special or personalized for each
customer and use this customer base to help identify new
customers.
Area Coverage:
- see how customer-facing technologies such as
call centers and kiosks are extending the reach of
Customer-Focused Marketing
- learn the basics of CRM including the key terms
and concepts
- find information for improving the customers
online experience using web site personalization
- learn the basics of database marketing including
the key terms and concepts
- read about the important areas of data
warehousing and data mining and see how marketers
have put these to use to improve customer relations
and increase revenue
- understand techniques that can be used to build
strong word-of-mouth or referral (or pass along)
campaigns for finding new customers
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