Marketing - Standalone book

by Roger A. Kerin, Steven Hartley

Kerin/Hartley's Marketing 13th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.

Powerful tools like Connect, SmartBook, and the regularly updated resources at make this 13th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.

Kerin/Hartley's Marketing is also available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the

• SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
• Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts and examine how firms analyze, create, deliver, communicate, and capture value. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
• Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found

Genres: Business, School, Textbooks, Reference, Nonfiction

768 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.