Marketing : The Core

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 10/1/2010
  • Publisher: McGraw-Hill/Irwin
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Marketing: the Core 4/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

Marketing: the Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: the Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:

High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts.

Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

Table of Contents

Initiating the Marketing Process
Creating Customer Relationships and Value through Marketing
Developing Successful Marketing and Organizational Strategies
Building an Effective Marketing Plan
Scanning the Marketing Environment
Ethical and Social Responsibility in Marketing
Understanding Buyers and Markets
Understanding Consumer Behavior
Understanding Organizations as Customers
Understanding and Reaching Global Consumers and Markets
Targeting Marketing Opportunities
Marketing Research: From Customer Insights to Actions
Market Segmentation, Targeting, and Positioning
Satisfying Marketing Opportunities
Developing New Products and Services
Managing Successful Products, Services, and Brands
Pricing Products and Services
Managing Marketing Channels and Supply Chains
Retailing and Wholesaling
Integrated Marketing Communications and Direct Marketing
Advertising, Sales Promotion, and Public Relations
Personal Selling and Sales Management
Implementing Interactive and Multichannel Marketing
Planning a Career in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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Customer Reviews

So great August 7, 2011
This is a great textbook. The format of the textbook is approachable and the information is immediately useful. The chapters are short, and make studying an enjoyable task. This textbook arrived on time and I could not believe the price.
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up to date February 8, 2011
this book was really cool and, as opposed to a lot of other marketing textbooks i've read, this one was really up to date with the cases i discussed. great read!
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Marketing : The Core: 4 out of 5 stars based on 2 user reviews.

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