9780077729035

Marketing: The Core

by ;
  • ISBN13:

    9780077729035

  • ISBN10:

    007772903X

  • Edition: 6th
  • Format: Paperback
  • Copyright: 1/16/2015
  • Publisher: McGraw-Hill Education

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Supplemental Materials

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

Marketing: The Core 6e by Kerin and Hartley 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, such as Connect, LearnSmart, SmartBook, www.kerinmarketing.com, and video links.
  • 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

Part One: 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: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Part Two: Understanding Buyers and Markets

Chapter 4: Understanding Consumer Behavior

Chapter 5: Understanding Organizations as Customers

Chapter 6: Understanding and Reaching Global Consumers and Markets

Part Three: Targeting Marketing Opportunities

Chapter 7: Marketing Research: From Customer Insights to Actions

Chapter 8: Market Segmentation, Targeting, and Positioning

Part Four: Satisfying Marketing Opportunities

Chapter 9: Developing New Products and Services

Chapter 10: Managing Successful Products, Services, and Brands

Chapter 11: Pricing Products and Services

Chapter 12: Managing Marketing Channels and Supply Chains

Chapter 13: Retailing and Wholesaling

Chapter 14: Integrated Marketing Communications and Direct Marketing

Chapter 15: Advertising, Sales Promotion, and Public Relations

Chapter 16: Using Social Media to Connect with Consumers

Chapter 17: Personal Selling and Sales Management

Chapter 18: Implementing Interactive and Multichannel Marketing

Appendix B: Planning a Career in Marketing

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