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Awards
Overview"Winner: Best Tertiary (Adaptation) Single Title - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: ""this title has an innovative presentation, contemporary and relevant examples, and maintains ethical standards throughout. The accessible writing style and features such as key cards at the end of the book make it a user-friendly tool"". The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing. Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged. Key Features Engaging writing style that has been specifically written with an essentials of marketing course in mind Practical and effective; students understand how to create an effective marketing plan Rich array of cases, examples, photos and advertisements that cover the Australian, New Zealand and Asian environment Strong student support materials that includes MaxMark (an online study guide) and “Core Cards” (perforated cards that provide students with portable revision) Full-sized instructor supplements support package that includes locally produced videos, presentation slides and instructor manual. These resources amongst others for both lecturers and students can be find on the Online Learning Centre." Full Product DetailsAuthor: Roger A. Kerin , John McDonnell (QUT) , Julian de Meyrick, Mr (Macquarie University) , Tony Garrett (Korea University Business School)Publisher: McGraw-Hill Education Imprint: McGraw-Hill Education / Australia Dimensions: Width: 21.00cm , Height: 1.80cm , Length: 26.00cm Weight: 0.880kg ISBN: 9780074716182ISBN 10: 0074716182 Publication Date: 19 October 2007 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: Out of stock  The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsKerin, Marketing: The Core Part 1: Initiating the Marketing Process Chapter 1: Developing Customer Relationships and Value through MarketingChapter 2: Linking Corporate And Marketing Strategies Appendix A: Creating an Effective Marketing Plan Chapter 3: Scanning the Marketing EnvironmentChapter 4: Ethics and Social Responsibility in MarketingPart 2: Understanding Buyers and Markets Chapter 5: Buyer BehaviourChapter 6: Reaching Global Markets Part 3: Targeting Marketing Opportunities and Markets Chapter 7: Turning Marketing Information into ActionChapter 8: Identifying Market Segments and Targets Part 4: Satisfying Marketing Opportunities Chapter 9: Developing New Products and ServicesChapter 10: Managing Products, Services and BrandsChapter 11: Pricing Products and ServicesChapter 12: Managing Marketing Channels and Supply ChainsChapter 13: Retailing, Wholesaling and Interactive MarketingChapter 14: Integrated Marketing CommunicationsChapter 15: Advertising, Sales Promotion, Public Relations and Personal SellingReviewsAuthor InformationRoger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career. Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science. 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. 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. Tab Content 6Author Website:Countries AvailableAll regions |
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