Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/1259924041.jpeg
Marketing

Marketing

14th Edition
By Roger Kerin and Steven Hartley
ISBN10: 1259924041
ISBN13: 9781259924040
Copyright: 2019
Product Details +

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 prices.

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

See how Connect works >


6 Month

$125.00

eBook Options

  • Easily highlight, take notes and search in your eBook
  • Download free ReadAnywhere App for offline access to eBook for anytime reading
  • Rent for savings of up to 70% off a printed textbook, OR purchase for lifetime access to eBook


Rent (180 Day)

$55.00


or

Purchase

$90.00

Textbook Rental

  • Rent printed textbook for fraction of price of a full retail textbook
  • Return, or opt to purchase at end of rental period
  • No-hassle returns with free shipping
  • Rental transaction occurs through Chegg, McGraw-Hill’s authorized rental partner


Purchase

$98.00

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?


Purchase

$164.00

Connect + Textbook Rental

Receive instant access to:

  • Rent for up to 70% savings on textbook rental
  • 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
  • Return, or opt to purchase at end of rental period
  • No-hassle returns with free shipping

See how Connect works >


Purchase

$159.00

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?


Purchase

$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