Marketing: The Core https://www.mheducation.com/cover-images/Jpeg_400-high/1260711455.jpeg 8 2020 9781260711455 Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.
09781260711455
Marketing: The Core

Marketing: The Core, 8th Edition

ISBN10: 1260711455 | ISBN13: 9781260711455
By Roger Kerin, Steven Hartley

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Program Details

Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.

Part 1:  Initiating the Marketing Process
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 
Part 2:  Understanding Buyers and Markets
4 Understanding Consumer Behavior 
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets 
Part 3:  Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning 
Part 4:  Satisfying Marketing Opportunities
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 Connect with Consumers
18 Personal Selling and Sales Management 
Appendix B Planning a Career in Marketing


Connect

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SmartBook® 2.0

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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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