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 +
Read more +

Lowest Price

Rent eBook (180 Days)

video thumbnail
video thumbnail

Learn more about the ebook

$55.00

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.

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.

Rent Monthly 

$9.95/mo


or

Rent (180 Day)

$55.00


or

Lifetime

$90.00

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

  • 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

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

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.

How to Access Instructor Tools for your Course


Your text has great instructor tools – like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video.
  1. To get started, you'll need to visit connect.mheducation.com to sign in. (If you do not have an account, you'll need to request one from your MH rep. To find your rep – visit the Find Your Rep page).
  2. Then, under "Find a Title," you'll search by title, author or subject.
  3. Select your desired title and create a course. (Note – you do not have to create assignments, just a course instance)
  4. Then go to your Connect course homepage.
  5. In the top navigation, select library to access the instructor resources that accompany the title.