Marketing: The Core

Author: Roger A. Kerin,John McDonnell,Julian de Meyrick,Tony Garrett
Publisher: McGraw-Hill Education / Australia
Category: Sales & Marketing
Book Format: Paperback

Winner: Best Tertiary (Adaptation) Single Title - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: this title has an innovative presentation, contemporary and relevant examples, and maintains ethical standards throughout. The accessible writing style and features such as key cards at the end of the book make it a user-friendly tool.

The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing.

Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged.

Key Features

  • Engaging writing style that has been specifically written with an essentials of marketing course in mind
  • Practical and effective; students understand how to create an effective marketing plan
  • Rich array of cases, examples, photos and advertisements that cover the Australian, New Zealand and Asian environment
  • Strong student support materials that includes MaxMark (an online study guide) and &#8220Core Cards (perforated cards that provide students with portable revision)
  • Full-sized instructor supplements support package that includes locally produced videos, presentation slides and instructor manual. These resources amongst others for both lecturers and students can be find on the Online Learning Centre.
  • Table Of Contents
    Kerin, Marketing: The Core
    Part 1: Initiating the Marketing Process
    Chapter 1: Developing Customer Relationships and Value through Marketing

    Chapter 2: Linking Corporate And Marketing Strategies

    Appendix A: Creating an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment

    Chapter 4: Ethics and Social Responsibility in Marketing
    Part 2: Understanding Buyers and Markets
    Chapter 5: Buyer Behaviour

    Chapter 6: Reaching Global Markets
    Part 3: Targeting Marketing Opportunities and Markets
    Chapter 7: Turning Marketing Information into Action

    Chapter 8: Identifying Market Segments and Targets
    Part 4: Satisfying Marketing Opportunities
    Chapter 9: Developing New Products and Services

    Chapter 10: Managing Products, Services and Brands

    Chapter 11: Pricing Products and Services

    Chapter 12: Managing Marketing Channels and Supply Chains

    Chapter 13: Retailing, Wholesaling and Interactive Marketing

    Chapter 14: Integrated Marketing Communications

    Chapter 15: Advertising, Sales Promotion, Public Relations and Personal Selling
    About Roger A. Kerin
    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. 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. William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.

    (BK-9780074716182)

    SKU BK-9780074716182
    Barcode # 9780074716182
    Brand McGraw-Hill Education / Australia
    Artist / Author Roger A. Kerin, John McDonnell, Julian de Meyrick, Tony Garrett
    Shipping Weight 0.9000kg
    Shipping Width 1.000m
    Shipping Height 26.000m
    Shipping Length 21.000m

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