Marketing

by Roger A. Kerin, Steven Hartley

Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with “Marketing Matters,” “Making Responsible Decisions,” “Insights about me,” “Applying Marketing Metrics,” “Integration of the Customer Journey” and “Building your Marketing Plan” features throughout.

Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog ( ), which brings current marketing issues to your class, complete with discussion questions.

Genres: Business, School, Textbooks, Reference, Nonfiction

784 pages, Hardcover

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.