Marketing

by Roger A. Kerin, Steven W. Hartley, William Rudelius

"Marketing," 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.
High Engagement Style
Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.
Rigorous Pedagogical Framework
Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.
Traditional and Contemporary Coverage and Examples
Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.
Integrated Technology
The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook, www.kerin.tv, www.kerinmarketing.com, and QR codes.
Marketing Decision Making
The use of extended examples, cases, and videos involving people making marketing decisions.
Personalized Marketing
Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs - through cases, exercises, and testimonials - that allows students to personalise marketing and identify possible career interests.
Course Management System Integration
"Marketing," 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.
The goal of "Marketing," 12e is to create an exceptional experience for today's students and instructors of marketing. The development of "Marketing," 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on "engagement, leadership," and "innovation" in marketing education.

Genres: Business, School, Textbooks, Reference, Nonfiction

784 pages, Hardcover

First published December 1, 1986

Reviews

[audrey :) · Rating 3 out of 5]

I read this book for a marketing class (no wayyy) and it was actually pretty interesting! I appreciated that it had up to date references that made the material more relevant and easier to get through. I probably will not read it again unless required to, but 3 stars is sufficient. Glad to be done 🫡.

[Harry Bishop · Rating 3 out of 5]

I enjoyed the book, just it was for class and I had to do McGraw Hill homework on every chapter. PLEASE textbooks need to include definitions hyperlinked to vocab words and better glossaries. Had to use Smokin Notes for the class which stole the allure of the textbook. Love the subject of marketing though.

[Dida · Rating 3 out of 5]

Worth the time! Not much new from an undergrad perspective though.

[Aileen · Rating 3 out of 5]

Always good to brush up on school. Oh MBA, I don’t know how you will pan out

[Jamie Elizabeth · Rating 4 out of 5]

Great textbook!

[Mari]

This class made me go through all five levels of grief.

[Erin · Rating 4 out of 5]

OK, so the class I needed this book for almost killed me, but the book itself is pretty great. I've tangentially worked "near" marketing for a number of years, but it's never been my primary focus. But I now work for a marketing firm, so I thought a good intro to basic marketing concepts was important. While not everything I read was relevant to my particular circumstances, the book overall was quite helpful in delineating some important concepts. While I'd likely *never* read this of my own free will, I would definitely suggest it as a textbook.

[Jennifer · Rating 3 out of 5]

I did not read all chapters but only the ones that I needed to for my class.

[Ottotan · Rating 5 out of 5]

Use lots of framework to help me better understand the marketing management. Strong recommend to read before Kotler's

[Cory · Rating 5 out of 5]

A trove of marketing goodness.