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Marketing (ISBN 9780073529936) is a textbook written for both professors and students. Developed by Roger Kerin, Steven Hartley, and William Rudelius, it offers up-to-date marketing principles and also comes with a comprehensive supplement for self-study and assessment. Those new to marketing will not be inundated by difficult jargon as the book uses a...
Marketing (ISBN 9780073529936) is a textbook written for both professors and students. Developed by Roger Kerin, Steven Hartley, and William Rudelius, it offers up-to-date marketing principles and also comes with a comprehensive supplement for self-study and assessment. Those new to marketing will not be inundated by difficult jargon as the book uses a conversational writing style to let beginners effortlessly understand the development and growth of new marketing technologies and disciplines. Authors Kerin, Hartley, and Rudelius have managed to give thorough descriptions of fundamental concepts, and even encourage students to find the career path that is right for them. To bring readers up-to-date with the current challenges in the industry, Marketing employs different types of learning solutions, including real-life cases, extended examples, and links to videos. Students will have no trouble using this book because is not only easy to read but is also very good at presenting marketing examples, techniques, and frameworks in a clear manner. Designed for university level use, it is favored by many professors and is even used by industry professionals as a continuing reference as it offers a good balance of written text and an outlet for application of the theories via the supplements. The material is formulated to help change the way learners grasp fundamental ideas and to let them formulate for themselves a ‘personalized meaning' of marketing. The authors also made sure to explain how traditional sales models apply to present business settings. For professors and instructors, the book provides a framework of learning objectives and reviews that help them better introduce marketing to students.
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