Marketing

by Roger A. Kerin, Steven W. Hartley

Kerin/Hartley's Marketing 14th 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 www.kerinmarketing.com make this 14th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.

Genres: Business, School, Textbooks, Reference, Nonfiction

784 pages, Unbound

First published December 1, 1986

Reviews

[audrey :)]

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]

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]

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

[Aileen]

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

[Jamie Elizabeth]

Great textbook!

[Mari]

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

[Erin]

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]

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

[Ottotan]

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

[Cory]

A trove of marketing goodness.