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Marketing: The Core: 2024 Release
Marketing: The Core: 2024 Release

Marketing: The Core: 2024 Release

ISBN10: 1266786635 | ISBN13: 9781266786631
By Roger Kerin and Steven Hartley

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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

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Marketing: The Core is a briefer, 18-chapter version of Kerin/Hartley, Marketing with a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology.    
Featuring a commitment to engagement, leadership, and innovation:   
Engagement: A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite.  

Leadership: Leading with current content and conversational writing style. New emphasis on data-driven decision-making with coverage of traditional and contemporary marketing concepts, including hyperlinked assignments throughout to easily correlate activities. 

Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors’ use of up-to-date technology brings real innovation to the materials with use of in-text video links, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing digital learning solution. 

 1 Creating Customer Relationships and Value through Marketing 
 2 Developing Successful Organizational and Marketing Strategies  
    Appendix A Building an Effective Marketing Plan 
 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

 4 Understanding Consumer Behavior
 5 Understanding Organizations as Customers 
 6 Understanding and Reaching Global Consumers and Markets
 7 Marketing Research From Customer Insights to Actions
 8 Market Segmentation, Targeting, and Positioning

 9 Developing New Products and Services 
 10 Managing Successful Products, Services, and Brands 
 11 Pricing Products and Services 
 12 Managing Marketing Channels and Supply Chains 
 13 Retailing and Wholesaling 
 14 Implementing Interactive and Multichannel Marketing 
 15 Integrated Marketing Communications and Direct Marketing 
 16 Advertising, Sales Promotion, and Public Relations 
 17 Using Social Media and Mobile Marketing to Engage Consumers 
 18 Personal Selling and Sales Management 
      Appendix B Planning a Career in Marketing 

About the Author

Roger Kerin

Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career.

Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science.

Steven Hartley

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s 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.

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