Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/1264121326.jpeg 16 9781264121328 Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with “Marketing Matters,” “Making Responsible Decisions,” “Insights about me,” “Applying Marketing Metrics,” “Integration of the Customer Journey” and “Building your Marketing Plan” features throughout. Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.
Marketing

Marketing

16th Edition
By Roger Kerin and Steven Hartley
ISBN10: 1264121326
ISBN13: 9781264121328
Copyright: 2023
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ISBN10: 1264121326 | ISBN13: 9781264121328

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ISBN10: 1264218753 | ISBN13: 9781264218752

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ISBN10: 1264218745 | ISBN13: 9781264218745

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ISBN10: 126528315X | ISBN13: 9781265283155

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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
Chapter 1: Creating Customer Relationships and Value through Marketing 
Chapter 2: Developing Successful Organizational and Marketing Strategies 
Appendix A: Building an Effective Marketing Plan 
Chapter 3: Scanning the Marketing Environment 
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing

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

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

Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services 
Chapter 11: Managing Successful Products, Services, and Brands 
Chapter 12: Services Marketing 
Chapter 13: Building the Price Foundation 
Chapter 14: Arriving at the Final Price 
Appendix B: Financial Aspects of Marketing 
Chapter 15: Managing Marketing Channels and Supply Chains 
Chapter 16: Retailing and Wholesaling 
Chapter 17: Implementing Interactive and Multichannel Marketing 
Chapter 18: Integrated Marketing Communications and Direct Marketing 
Chapter 19: Advertising, Sales Promotion, and Public Relations 
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers 
Chapter 21: Personal Selling and Sales Management 
Chapter 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.