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Marketing: The Core, by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes
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Marketing: The Core 5e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty – from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilises a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:
- High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques.
- Personalised Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs – through cases, exercises, and testimonials – that allows students to personalise marketing and identify possible career interests.
- Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.
- Integrated Technology - The use of powerful technical resources and learning solutions.
- Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts.
- Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.
- Sales Rank: #80362 in Books
- Brand: Brand: McGraw-Hill/Irwin
- Published on: 2012-10-22
- Ingredients: Example Ingredients
- Format: Unabridged
- Original language: English
- Number of items: 1
- Dimensions: 10.90" h x .90" w x 8.70" l, 2.20 pounds
- Binding: Paperback
- 560 pages
- Used Book in Good Condition
About the Author
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, financial aspects of marketing, and marketing research. 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.
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.
Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds Bachelor of Mechanical Engineering, M.B.A., and Ph.D. degrees 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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
An informative book and great read!
By dmseifer
This book proved to be a good read! I had to purchase it for a marketing class and thought it might end up being a boring read; however, it kept me engaged throughout the whole semester. It has all of the necessary information about the marketing process and all of the important concepts that individuals need to know.
If you are interested in learning more about marketing or your wondering whether it will enhance your business, I recommend purchasing this book, as it will provide you with the necessary information.
3 of 3 people found the following review helpful.
this is a waste of money and I still have to purchase the ...
By Caroline
I ordered this version of the book because it stated it came with the McGraw Hill Connect and it does not. There were much cheaper versions, this is a waste of money and I still have to purchase the online connect access code.
2 of 2 people found the following review helpful.
love the text book for my class
By Lindsay
great book for the class, great examples and easy to read and stay interested. if i could make money in marketing when i graduated i would major in marketing because of this book and how it makes you excited about business and the American dream.
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