Marketing: The Core
2024 Release
by Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Higher Education
Book Details
| Print ISBN | 9781266786631 |
| eText ISBN | 9781264209323 |
| Publisher | McGraw-Hill Higher Education |
| Publishing Year | 2022 |
| Language | English |
Marketing: The Core: 2024 Release is an 18-chapter textbook that provides a concise alternative to Kerin and Hartley's Marketing. The text explores how organizations create customer value, formulate organizational strategies, and navigate dynamic market environments while upholding ethical standards and social responsibility.
Subject coverage addresses buyer behavior across individual consumers, organizational clients, and international markets. Core topics include gathering customer insights through marketing research, segmenting target audiences, developing products and brands, determining pricing structures, and managing distribution channels.
Written in a conversational style, the textbook integrates active learning techniques to support practical, data-driven decision-making across traditional and contemporary marketing concepts.
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 StrategiesAppendix A: Building an Effective Marketing Plan
Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility
PART 2: 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 3: TARGETING MARKETING OPPORTUNITIES
Chapter 7: Marketing Research From Customer Insights to Actions
Chapter 8: Market Segmentation, Targeting, and Positioning
PART 4: 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: Implementing Interactive and Multichannel Marketing
Chapter 15: Integrated Marketing Communications and Direct Marketing
Chapter 16: Advertising, Sales Promotion, and Public Relations
Chapter 17: Using Social Media and Mobile Marketing to Engage Consumers
Chapter 18: Personal Selling and Sales Management
Chapter Appendix: B: Planning a Career in Marketing
Customer Reviews
0.0
0 reviews
No reviews yet. Be the first to review this book!
Write a Review
Reviewed by GradeFocus Editorial Team
