Marketing: The Core / Edition 4 available in Paperback
Marketing: The Core 6e meets the needs of a wide spectrum of facultyfrom 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 entrepreneursthrough cases, exercises, and testimonialsallow 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 dimensions:||6.00(w) x 1.25(h) x 9.00(d)|
About the Author
Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, and financial aspects of marketing. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.
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