Marketing: The Core

by Roger A. Kerin, Steven W. Hartley

Marketing: The Core 6e by Kerin and Hartley continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, 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, interactive, writing style that engages students through active learning techniques.
Personalized Marketing: A vivid and accurate description of businesses, marketing professionals, and entrepreneurs through cases, exercises, and testimonials that allows students to personalize marketing and identify possible career interests.
Marketing Decision Making: The use of extended examples, cases, and videos involving people making marketing decisions.
Integrated Technology: The use of powerful technical resources and learning solutions, such as Connect, LearnSmart, SmartBook, www.kerinmarketing.com, and video links.
Traditional and Contemporary Coverage: Comprehensive and integrated coverage of traditional and contemporary concepts.
Rigorous Framework: A pedagogy based on the use of learning objectives, learning reviews, learning objectives reviews, and supportive student supplements.
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Genres: Business, Textbooks, School, Nonfiction, College

1152 pages, Unbound

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.