Marketing

by Kerwin Berkowitz Hartley Rudelius, Steven W. Hartley, William Rudelius

This market leading Principles of Marketing text is sold in two-year,four-year and graduate programs. This book is the students' first look into the world of Marketing. Using the active learning approach,the authors are preparing the students for the extraordinary marketplace they will be entering and learning about. The Fifth Edition focuses on creating customer value by providing exceptional knowledge,understanding,skills,decision-making tools,and support materials for both major and non-majors. From its introduction in 1985,Marketing has helped over 350,000 students and 2,100 instructors study and teach one of the most dynamic and challenging areas. Their innovative pedagogical approach,making the student the decision-maker,involves the student in the study of marketing and encourages them to think about their personal experiences as a consumer and by asking them to assume the role of marketing decision maker. Icons alert the reader to special topics including: customer value,global topics,technology,cross-functional,and ethical and social responsibility alerts.

Genres: Business, School, Textbooks, Reference, Nonfiction

741 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.