Marketing: The Core

Using a ready-friendly and conversational tone, authors Roger Kerin, Steven Hartley, and William Rudelius successfully simplify advanced concepts in marketing without sacrificing comprehensiveness, making it easy for students to understand the processes of communicating, making, exchanging, and delivering offers that have value for clients, customers, partners, and society as a whole. Marketing: The Core (ISBN 9780078112065) comes with a comprehensive supplement that has been heavily revised to meet the requirements of today's marketing students and instructors. In this 4th edition published by the McGraw-Hill Companies, Roger Kerin, Steven Hartley, and William Rudelius starts with the basics of the marketing process, discussing creating customer relationships and value through marketing and how to develop successful marketing and organizational strategies. Crucial chapters on creating an effective marketing plan, social and ethical responsibilities, and scanning the marketing environment are also integrated. The authors proceed to teach students how to understand buyers and markets, target and satisfy marketing opportunities, understand customer behavior, and develop new products. Marketing: The Core relies on the traditional pedagogical way of explaining marketing concepts like segmentation, targeting, and positioning. It is peppered with the authors' clever and often amusing accounts of their individual experiences in the industry. The last parts of the book discuss possible careers in marketing, helping students plan their paths after college. Lead author Roger Kerin is a renowned professor at the Southern Methodist University and the chairman and professor of the Edwin Cox School of Business. He also wrote the market-leading reference, Strategic Marketing Thinking: A Game Perspective.