Marketing: The Core, Third Canadian Edition with Connect Access Card

Book & Toy | February 15, 2012

byRoger Kerin, Steven Hartley, William Rudelius

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The third Canadian edition of Kerin Marketing: The Core provides students with a refreshing introduction to marketing in an exciting magazine style design, while ensuring academic integrity of the core marketing concepts. Student friendly and approachable, Marketing: The Core offers readers a robust insight into the elements upon which everything in marketing is based. The key word for this text is right in its title - CORE. Kerin contains the central nuggets that make up marketing theory and practice, without all of the extremities of a comprehensive text. The material is fresh, straightforward, and inviting.

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From the Publisher

The third Canadian edition of Kerin Marketing: The Core provides students with a refreshing introduction to marketing in an exciting magazine style design, while ensuring academic integrity of the core marketing concepts. Student friendly and approachable, Marketing: The Core offers readers a robust insight into the elements upon which...

Format:Book & ToyDimensions:10.8 × 8.4 × 0.6 inPublished:February 15, 2012Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0071320504

ISBN - 13:9780071320504

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Extra Content

Table of Contents

Part 1: Understanding Marketing

1 Marketing Fundamentals

2 The Marketing Environment

Part 2: Understanding Markets and Their Behaviour

3 Consumer Behaviour

4 Market Research

5 B2B Marketing

6 Segmentation, Targeting, and Positioning

Part 3: Designing Marketing Strategies and Marketing Mix Elements

7 Products and Brands

8 New Product Development

9 Pricing

10 Distribution and Supply Chain

11 Retailing and Wholesaling

12 Marketing Communications

13 Customer Relationship Management

Part 4: Putting it All Together

14 Marketing and Strategic Planning

Glossary

Chapter Notes

Credits

Name Index

Company/Product Index

Subject Index