Marketing: The Core

6. Auflage 2015
ISBN: 978-0-07-772903-5
Verlag: McGraw-Hill Education

Buch, Englisch, 576 Seiten, Format (B × H): 218 mm x 274 mm, Gewicht: 1139 g

Marketing: The Core 6e meets the needs of a wide spectrum of faculty—from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—allow students to personalize marketing and identify possible career interests.

Marketing: The Core is 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. 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.

Autoren/Hrsg.

Kerin, Roger

Hartley, Steven

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Part One: Initiating the Marketing ProcessChapter 1: Creating Customer Relationships and Value through MarketingChapter 2 Developing Successful Organizational and Marketing Strategies Appendix A: Building an Effective Marketing Plan Chapter 3: Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Part Two: Understanding Buyers and MarketsChapter 4: Understanding Consumer Behavior Chapter 5: Understanding Organizations as Customers Chapter 6: Understanding and Reaching Global Consumers and Markets Part Three: Targeting Marketing OpportunitiesChapter 7: Marketing Research: From Customer Insights to Actions Chapter 8: Market Segmentation, Targeting, and Positioning Part Four: Satisfying Marketing OpportunitiesChapter 9: Developing New Products and Services Chapter 10: Managing Successful Products, Services, and Brands Chapter 11: Pricing Products and Services Chapter 12: Managing Marketing Channels and Supply Chains Chapter 13: Retailing and Wholesaling Chapter 14: Integrated Marketing Communications and Direct Marketing Chapter 15: Advertising, Sales Promotion, and Public Relations Chapter 16: Using Social Media to Connect with ConsumersChapter 17: Personal Selling and Sales Management Chapter 18: Implementing Interactive and Multichannel Marketing Appendix B: Planning a Career in Marketing

Über Autor(innen)

Hartley, Steven
Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors 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.

Kerin, Roger
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.