Marketing / Edition 13

by Steven W. Hartley, Roger A. Kerin

Overview

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.

Product Details

ISBN-13:	9781259573545
Publisher:	McGraw-Hill Professional Publishing
Publication date:	02/12/2016
Edition description:	Older Edition
Pages:	768
Product dimensions:	8.50(w) x 11.00(h) x 1.30(d)
Age Range:	18 Years

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 1: INITIATING THE MARKETING PROCESSChapter 1: Creating Customer Relationships and Value through MarketingChapter 2: Developing Successful Organizational and Marketing StrategiesAppendix A: Building an Effective Marketing PlanChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethical and Social Responsibility in MarketingPART 2: UNDERSTANDING BUYERS AND MARKETSChapter 5: Understanding Consumer BehaviorChapter 6: Understanding Organizations as CustomersChapter 7: Understanding and Reaching Global Consumers and MarketsPART 3: TARGETING MARKETING OPPORTUNITIESChapter 8: Marketing Research: From Customer Insights to ActionsChapter 9: Market Segmentation, Targeting, and PositioningPART 4: SATISFYING MARKETING OPPORTUNITIESChapter 10: Developing New Products and ServicesChapter 11: Managing Successful Products, Services, and BrandsChapter 12: Services MarketingChapter 13: Building the Price FoundationChapter 14: Arriving at the Final PriceAppendix B: Financial Aspects of MarketingChapter 15: Managing Marketing Channels and Supply ChainsChapter 16: Retailing and WholesalingChapter 17: Integrated Marketing Communications and Direct MarketingChapter 18: Advertising, Sales Promotion, and Public RelationsChapter 19: Using Social Media to Connect with ConsumersChapter 20: Personal Selling and Sales ManagementPART 5: MANAGING THE MARKETING PROCESSChapter 21: Implementing Interactive and Multichannel MarketingChapter 22: Pulling It All Together: The Strategic Marketing ProcessAppendix C: Planning a Career in MarketingAppendix D: Alternate Cases