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Marketing: The Core / Edition 5
     

Marketing: The Core / Edition 5

2.3 6
by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes
 

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ISBN-10: 0078028922

ISBN-13: 9780078028922

Pub. Date: 10/19/2012

Publisher: McGraw-Hill Education

Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing

Overview

Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—allow students to personalize marketing and identify possible career interests.

Marketing: The Core
is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:

• SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
• Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
• Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.

Product Details

ISBN-13:
9780078028922
Publisher:
McGraw-Hill Education
Publication date:
10/19/2012
Edition description:
Older Edition
Pages:
560
Sales rank:
605,949
Product dimensions:
8.40(w) x 10.70(h) x 1.00(d)

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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Marketing: The Core 2.3 out of 5 based on 0 ratings. 6 reviews.
Zamaya Taylor More than 1 year ago
After having this E-book and experiencing all these problems and not doing my best on test because I can't read my book. I will never buy an E-textbook again.
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