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Marketing: The Core https://www.mheducation.com/cover-images/Jpeg_400-high/1260729184.jpeg 9 2022 9781260729184 Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology. The ninth edition continues to demonstrate the authors' commitment to engagement, leadership, and innovation: Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. 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, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities. Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing with SmartBook® 2.0 digital learning package.
09781260729184
Marketing: The Core
Marketing: The Core

Marketing: The Core, 9th Edition

ISBN10: 1260729184 | ISBN13: 9781260729184
By Roger Kerin, Steven Hartley
© 2022

Purchase Options:

* 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.

Additional Product Information:

Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology. The ninth edition continues to demonstrate the authors' commitment to engagement, leadership, and innovation: Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. 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, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities. Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing with SmartBook® 2.0 digital learning package.

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

By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.

SmartBook® 2.0

Available within Connect, SmartBook 2.0 is an adaptive learning solution that provides personalized learning to individual student needs, continually adapting to pinpoint knowledge gaps and focus learning on concepts requiring additional study. SmartBook 2.0 fosters more productive learning, taking the guesswork out of what to study, and helps students better prepare for class. With the ReadAnywhere mobile app, students can now read and complete SmartBook 2.0 assignments both online and off-line. For instructors, SmartBook 2.0 provides more granular control over assignments with content selection now available at the concept level. SmartBook 2.0 also includes advanced reporting features that enable instructors to track student progress with actionable insights that guide teaching strategies and advanced instruction, for a more dynamic class experience.

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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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