Marketing: The Core https://www.mheducation.com/cover-images/Jpeg_400-high/007772903X.jpeg 6 9780077729035 Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—allow students to personalize marketing and identify possible career interests. Marketing: The Core is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following: • SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content. • Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome. • Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement. • The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping. Complete system requirements to use Connect can be found here.
Marketing: The Core

Marketing: The Core

6th Edition
By Roger Kerin and Steven Hartley
ISBN10: 007772903X
ISBN13: 9780077729035
Copyright: 2016
09780077729035

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ISBN10: 1259302423 | ISBN13: 9781259302428

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Program Details

Part One: Initiating the Marketing Process

Chapter 1: Creating Customer Relationships and Value through Marketing

Chapter 2 Developing Successful Organizational and Marketing Strategies

Appendix A: Building an Effective Marketing Plan

Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Part Two: Understanding Buyers and Markets

Chapter 4: Understanding Consumer Behavior

Chapter 5: Understanding Organizations as Customers

Chapter 6: Understanding and Reaching Global Consumers and Markets

Part Three: Targeting Marketing Opportunities

Chapter 7: Marketing Research: From Customer Insights to Actions

Chapter 8: Market Segmentation, Targeting, and Positioning

Part Four: Satisfying Marketing Opportunities

Chapter 9: Developing New Products and Services

Chapter 10: Managing Successful Products, Services, and Brands

Chapter 11: Pricing Products and Services

Chapter 12: Managing Marketing Channels and Supply Chains

Chapter 13: Retailing and Wholesaling

Chapter 14: Integrated Marketing Communications and Direct Marketing

Chapter 15: Advertising, Sales Promotion, and Public Relations

Chapter 16: Using Social Media to Connect with Consumers

Chapter 17: Personal Selling and Sales Management

Chapter 18: Implementing Interactive and Multichannel Marketing

Appendix B: Planning a Career in Marketing

About the Author

Roger Kerin

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 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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