Marketing: The Core

by Roger A. Kerin

Marketing: The Core presents an easy-to-read introduction to the exciting, dynamic, and challenging field of marketing. Drawing upon the successful approach used in the author team's larger text, Marketing, this concise version presents the basic concepts essential to an introductory marketing course, while also retaining the pedagogy that has made Marketing a best-selling text.

Genres: Business, Textbooks, School, Nonfiction, College

Paperback

First published July 25, 2003

Reviews

[Meghann McLouth · Rating 3 out of 5]

Pretty basic. Good examples. If you don't have a marketing background, it would be suggested. If you have a marketing background, you probably want a higher level text.

[Dani · Rating 5 out of 5]

This is my favorite textbook I have had on marketing. It is so well done! The book is done as a magazine which made reading it more interesting and easier. I have never seen a textbook done in this way and I think if more books were done like this, a lot more students would not only actually read their textbooks cover to cover but they would also learn so much more.

[Elizabeth · Rating 3 out of 5]

Ok...so this was a textbook. It was a fairly well done introduction to marketing, which was totally new to me. However, there were several places where I didn't like the explanation was complete. There is a balance between making the book readable and really including all the necessary information.

[Andrea · Rating 3 out of 5]

This is a good basic marketing book. I found it kind of boring, but nonetheless fundamental to marketing.

[AnnaRose · Rating 4 out of 5]

If you are looking for a overview of marketing, this book is very helpful. Also the amount of pictures, real life examples, and charts makes it a very simple read.

[Vince Fontaine · Rating 4 out of 5]

Essential.