Marketing: The Core https://www.mheducation.com/cover-images/Jpeg_400-high/1259712362.jpeg 7 9781259712364
Marketing: The Core

Marketing: The Core

7th Edition
By Roger Kerin and Steven Hartley
ISBN10: 1259712362
ISBN13: 9781259712364
Copyright: 2018
Product Details +
09781259712364

Purchase Options

Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and pricing. Don't forget, we accept financial aid and scholarship funds in the form of credit or debit cards.

Connect

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Connect may be assigned as part of your grade. Check with your instructor to see if Connect is used in your course.

See how Connect works >


ISBN10: 1259899314 | ISBN13: 9781259899317

6 Month

$125.00

McGraw-Hill eBook

  • Rent or purchase for a fraction of the printed textbook price
  • Easily highlight, take notes and search
  • Download the free ReadAnywhere App for offline access and anytime reading
  • Watch a quick video to learn more
  • Note: the eBook does not include access to Connect. If your instructor assigned Connect, click the "Digital" tab.

Learn more


Rent Monthly 

$9.95/mo


or

Rent (180 Day)

$49.99


or

Lifetime

$79.99

Loose-Leaf Purchase

  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

What are my shipping options?


ISBN10: 1260152138 | ISBN13: 9781260152135

Purchase

$140.74

Connect + Loose Leaf

  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

See how Connect works >

What are my shipping options?


ISBN10: 1260149072 | ISBN13: 9781260149074

Purchase

$183.07

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.

Program Details

Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing 2

2 Developing Successful Organizational and Marketing Strategies 24
Appendix A Building an Effective Marketing Plan 52
3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68                               

Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior 94

5  Understanding Organizations as Customers 122

6  Understanding and Reaching Global Consumers and Markets 142

Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions 172

8 Market Segmentation, Targeting, and Positioning 202

Part 4 Satisfying Marketing Opportunities
9  Developing New Products and Services 228

10 Managing Successful Products, Services, and Brands 258

11 Pricing Products and Services 288

12 Managing Marketing Channels and Supply Chains 314

13 Retailing and Wholesaling 340

14 Integrated Marketing Communications and Direct Marketing368

15 Advertising, Sales Promotion, and Public Relations 394

16 Using Social Media and Mobile Marketing to Connect with Consumers 424

17 Personal Selling and Sales Management 452

Part 5 Managing the Marketing Process
18 Implementing Interactive and Multichannel Marketing 480

Appendix B Planning a Career in Marketing 504