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ISBN10: 1266786635 | ISBN13: 9781266786631
ISBN10: 1266786635
ISBN13: 9781266786631
* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.
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Marketing: The Core is a briefer, 18-chapter version of Kerin/Hartley, Marketing with a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology.
Featuring a commitment to engagement, leadership, and innovation:
Engagement: A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite.
Leadership: Leading with current content and conversational writing style. New emphasis on data-driven decision-making with coverage of traditional and contemporary marketing concepts, including hyperlinked assignments throughout to easily correlate activities.
Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors’ use of up-to-date technology brings real innovation to the materials with use of in-text video links, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing digital learning solution.
PART 1: INITIATING THE MARKETING PROCESS
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
Appendix A Building an Effective Marketing Plan
3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
PART 2: UNDERSTANDING BUYERS AND MARKETS
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
7 Marketing Research From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
9 Developing New Products and Services
10 Managing Successful Products, Services, and Brands
11 Pricing Products and Services
12 Managing Marketing Channels and Supply Chains
13 Retailing and Wholesaling
14 Implementing Interactive and Multichannel Marketing
15 Integrated Marketing Communications and Direct Marketing
16 Advertising, Sales Promotion, and Public Relations
17 Using Social Media and Mobile Marketing to Engage Consumers
18 Personal Selling and Sales Management
Appendix B Planning a Career in Marketing
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
Appendix A Building an Effective Marketing Plan
3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
PART 2: UNDERSTANDING BUYERS AND MARKETS
4 Understanding Consumer Behavior
5 Understanding Organizations as Customers
6 Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
7 Marketing Research From Customer Insights to Actions
8 Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
9 Developing New Products and Services
10 Managing Successful Products, Services, and Brands
11 Pricing Products and Services
12 Managing Marketing Channels and Supply Chains
13 Retailing and Wholesaling
14 Implementing Interactive and Multichannel Marketing
15 Integrated Marketing Communications and Direct Marketing
16 Advertising, Sales Promotion, and Public Relations
17 Using Social Media and Mobile Marketing to Engage Consumers
18 Personal Selling and Sales Management
Appendix B Planning a Career in Marketing
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