Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/1259924041.jpeg 14 9781259924040 Marketing, 14th Edition is the most robust principles of marketing solution available, meeting the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. Their decades of combined experience in the higher education classroom continue to inform the authors' innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs, in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing, 14th Edition the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.
Marketing

Marketing

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

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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 Process1: 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

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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