Marketing: The Core (Mcgraw-Hill/Irwin Series in Marketing) - Softcover

Roger A. Kerin

Softcover

ISBN 10: 0072547030 ISBN 13: 9780072547030

Publisher: Mcgraw-Hill (Tx), 2003

Synopsis

MARKETING: THE CORE, 1/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 7/e, but in a shorter, more concise package. The Core distills Marketingâ s 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester/quarter. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format thatâ s equally kind to both the eyes and the pocketbook. The Core is more than just a â baby Kerinâ ; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.

About this title

About the Author:

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.

About this edition

• Publisher: Mcgraw-Hill (Tx)
• Publication date: 2003
• ISBN 10: 0072547030
• ISBN 13: 9780072547030
• Binding: Paperback
• Edition number: 1
• Number of pages: 500