Marketing https://www.mheducation.com/cover-images/Jpeg_250-high/1259924041.jpeg
Marketing

Marketing

14th Edition
By Roger Kerin and Steven Hartley
Copyright: 2019
Product Details +

Purchase Options

We’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success.

Connect

  • Convenient digital experience
  • Adaptive learning tools to focus your study time
  • Integrated course eBook
  • Supporting how-to videos, interactives and extra practice materials

See how Connect works >


ISBN10: 1260157695 | ISBN13: 9781260157697

6 Month: $125.00

eBook Rental

  • Savings of up to 70% off a traditional textbook
  • Easily highlight, take notes and search within your eBook
  • Anywhere, anytime access from any connected device


ISBN10: 1260502007 | ISBN13: 9781260502008

$78.00

Textbook Rental

  • Savings of up to 70% off a traditional textbook
  • Feel free to highlight your rental
  • Return your book or opt to purchase at end of rental period
  • No-hassle returns with free shipping


ISBN10: 1259924041 | ISBN13: 9781259924040

$98.00

eBook Purchase

  • License perpetual access to your eBook
  • Easily highlight, take notes and search in your eBook
  • Anywhere, anytime access from all connected devices


ISBN10: 1260502007 | ISBN13: 9781260502008

$148.00

Loose Leaf

  • Get a color, loose leaf copy of the full text
  • Binder-ready pages
  • Lighten your load, carry only what you need for class

What are my shipping options?


ISBN10: 1260157725 | ISBN13: 9781260157727

$164.00

Connect + Textbook Rental

Receive instant access to:

  • Save up to 30% more versus purchasing separately
  • All digital learning experience
  • Online adaptive learning tools
  • Online practice questions, videos, interactives
  • Robust learning and progress reports
  • No-hassle returns with free shipping

See how Connect works >


ISBN10: 1260574687 | ISBN13: 9781260574685

$159.00

Connect + Loose Leaf

  • Connect registration card plus color, binder-ready pages of the complete text
    Connect includes:
  • Convenient digital experience
  • Adaptive learning tools to focus your study time
  • Integrated course eBook
  • Supporting how-to videos, interactives and extra practice materials

See how Connect works >

What are my shipping options?


ISBN10: 1260277097 | ISBN13: 9781260277098

$198.00

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: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
3: Scanning the Marketing Environment
4: Ethical and Social Responsibility for Sustainable Marketing

Part 2: Understanding Buyers and Markets
5: Understanding Consumer Behavior
6: Understanding Organizations as Customers
7: Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities
8: Marketing Research: From Customer Insights to Actions
9: Market Segmentation, Targeting, and Positioning 

Part 4: Satisfying Marketing Opportunities
10: Developing New Products and Services
11: Managing Successful Products, Services, and Brands
12: Services Marketing
13: Building the Price Foundation
14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
15: Managing Marketing Channels and Supply Chains
16: Retailing and Wholesaling
17: Integrated Marketing Communications and Direct Marketing 
18: Advertising, Sales Promotion, and Public Relations
19: Using Social Media and Mobile Marketing to Connect with Consumers
20: Personal Selling and Sales Management

Part 5: Managing the Marketing Process
21: Implementing Interactive and Multi-Channel Marketing
22: Pulling It All Together: The Strategic Marketing Process