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Marketing: The Core

Marketing: The Core

ISBN 9781259899324
Edition 7
Publication Date
Publisher McGraw-Hill Higher Education
Author(s)
Overview
Roger Kerin and Steven Hartley’s Marketing: The Core is a more brief 18-chapter version of their Marketing the most rigorous and robust program on the market published in 19 countries and 11 languages. New for the 7th edition: --Coverage of analytics and data added across several chapters --New cases featuring Coppertone GoPro and a completely updated Mall of America case --Updated chapter openers cases and discussions throughout to reflect current topics like virtual reality binge-watching customer-centricity native advertising and more.The 7th edition also continues to demonstrate the Kerin/Hartley commitment to engagement leadership and innovation: Engagement in class-tested active learning activities (located throughout the Instructors Manual) to help instructors illustrate textbook concepts. Media-enhanced PPT slides  alternate cases and a 5000+ item test bank and more are included in the comprehensive resource suite. Leadership in leading current content with new emphasis on marketing metrics and data-driven decision-making with hyperlinked assignments throughout help instructors easily correlate activities. Innovation in outcomes-oriented Connect® including SmartBook Application Exercises and new Mini-Simulations and New Marketing Plan Prep exercises help prepare students to write successful marketing plans.
eTextbook