Kerin/Hartley's Marketing 13th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.
Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make this 13th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.
Kerin/Hartley's Marketing is also 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 and examine how firms analyze, create, deliver, communicate, and capture value. 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.
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 STRATEGIES
Chapter 3 SCANNING THE MARKETING ENVIRONMENT
Chapter 4 ETHICAL AND SOCIAL RESPONSIBILITY FOR SUSTAINABLE MARKETING
Part 2 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 3 Targeting Marketing Opportunities
Chapter 8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
Chapter 9 MARKET SEGMENTATION, TARGETING, AND POSITIONING
Part 4 Satisfying Marketing Opportunities
Chapter 10 DEVELOPING NEW PRODUCTS AND SERVICES
Chapter 11 MANAGING SUCCESSFUL PRODUCTS, SERVICES, AND BRANDS
Chapter 12 SERVICES MARKETING
Chapter 13 BUILDING THE PRICE FOUNDATION
Chapter 14 ARRIVING AT THE FINAL PRICE
Chapter 15 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS
Chapter 16 RETAILING AND WHOLESALING
Chapter 17 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
Chapter 18 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
Chapter 19 USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS
Chapter 20 PERSONAL SELLING AND SALES MANAGEMENT
Part 5 Managing the Marketing Process
Chapter 21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Chapter 22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS