×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Marketing / Edition 12
     

Marketing / Edition 12

by Roger Kerin, Steven Hartley, William Rudelius
 

See All Formats & Editions

ISBN-10: 0077861035

ISBN-13: 9780077861032

Pub. Date: 01/15/2014

Publisher: McGraw-Hill Higher Education

Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the

Overview

Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, 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, conversational, high-involvement, interactive writing style that engages students through active learning techniques.

Rigorous Pedagogical Framework

Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.

Traditional and Contemporary Coverage and Examples

Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.

Integrated Technology

The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook, www.kerin.tv, www.kerinmarketing.com, and QR codes.

Marketing Decision Making

The use of extended examples, cases, and videos involving people making marketing decisions.

Personalized Marketing

Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs - through cases, exercises, and testimonials - that allows students to personalise marketing and identify possible career interests.

Course Management System Integration

Marketing, 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.

The goal of Marketing, 12e is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing, 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.

Product Details

ISBN-13:
9780077861032
Publisher:
McGraw-Hill Higher Education
Publication date:
01/15/2014
Edition description:
List
Pages:
784
Sales rank:
293,040
Product dimensions:
8.50(w) x 10.90(h) x 1.30(d)
Age Range:
18 Years

Table of Contents

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 in 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 MAREKETING 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: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management

PART 5: MANAGING THE MARKETING PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews