Synopses & Reviews
MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise package. The Core distills Marketing’s 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester/quarter. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
Table of Contents
Part 1: Initiating the Marketing ProcessChapter 1: Developing Customer Relationships and Value through Marketing Chapter 2: Chapter 2: Linking Marketing and Corporate StrategiesChapter 3: Scanning the Marketing EnvironmentChapter 4: Ethics and Social Responsibility in Marketing Part 2: Understanding Buyers and MarketsChapter 5: Consumer BehaviorChapter 6: Organizational Markets and Buying BehaviorChapter 7: Reaching Global MarketsPart 3: Targeting Marketing OpportunitiesChapter 8: Turning Marketing Information into ActionChapter 9: Identifying Market Segments and TargetsPart 4: Satisfying Marketing OpportunitiesChapter 10: Developing New Products and ServicesChapter 11: Managing Products, Services, and BrandsChapter 12: Pricing Products and ServicesChapter 13: Managing Marketing Channels and Supply ChainsChapter 14: Retailing and WholesalingChapter 15: Integrated Marketing, Communications, and Direct MarketingChapter 16: Advertising, Sales Promotion, and Public Relations Chapter 17: Personal Selling and Sales ManagementChapter 18: Implementing Interactive and Multi-Channel MarketingAppendix A: Creating an Effective Marketing Plan