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MARKETING: THE CORE, 3/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing’s 21 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester.
Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
Part One: Initiating the Marketing Process Chapter 1 Creating Customer Relationships and Value through Marketing Chapter 2 Developing Successful Marketing and Organizational Strategies Appendix A: Building an Effective Marketing Plan Chapter 3 Scanning the Marketing Environment Chapter 4 Ethical and Social Responsibility in Marketing
Part Two: 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 Three: Targeting Marketing Opportunities Chapter 8 Marketing Research: From Customer Insights to Actions Chapter 9 Market Segmentation, Targeting, and Positioning
Part Four: Satisfying Marketing Opportunities Chapter 10 Developing New Products and Services Chapter 11 Managing Successful Products, Services, and Brands Chapter 12 Pricing Products and Services Chapter 13 Managing Marketing Channels and Supply Chains Chapter 14 Retailing and Wholesaling Chapter 15 Integrated Marketing Communications and Direct Marketing Chapter 16 Advertising, Sales Promotion, and Public Relations Chapter 17 Personal Selling and Sales Management Chapter 18 Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing