Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/1260260364.jpeg 15 9781260260366 Engagement. Leadership. Innovation. This market leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported an extensive instructor resources package, Kerin 15e is up-to-date with additional emphases on financial, social media, marketing metrics, and decision-making. - Comprehensive - Business-Orientation - Up-to-Date - Most extensive instructor resource package on the market! - Real-world-focus: - Applying Marketing Metrics - Marketing Matters - Making Responsible Decisions - Insights About Me - Building Your Marketing Plan - Integration of Customer Journey Literature
Marketing

Marketing

15th Edition
By Roger Kerin and Steven Hartley
ISBN10: 1260260364
ISBN13: 9781260260366
Copyright: 2021
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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 Process
1 Creating Customer Relationships and Value through Marketing 
2 Developing Successful Organizational and Marketing Strategies 
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 318
13 Building the Price Foundation 
14 Arriving at the Final Price
15 Managing Marketing Channels and Supply Chains 
16 Retailing and Wholesaling 
17 Implementing Interactive and Multichannel Marketing 
18 Integrated Marketing Communications and Direct Marketing 
19 Advertising, Sales Promotion, and Public Relations 
20 Using Social Media and Mobile Marketing to Connect with Consumers 
21 Personal Selling and Sales Management 
22 Pulling It All Together: The Strategic Marketing Process 


Part 5 Appendices
Appendix C Planning a Career in Marketing 
Appendix D Alternate Cases, available in Connect at
www.connect.mheducation.com

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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