LOOSE LEAF MARKETING

Kerin, Roger; Hartley, Steven

ISBN 10: 1259305430 ISBN 13: 9781259305436

Publisher: McGraw Hill, 2015

Synopsis

Marketing: The Core 6e by Kerin and Hartley continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty―from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below:

• High Engagement Style: Easy-to-read, interactive, writing style that engages students through active learning techniques.
• Personalized Marketing: A vivid and accurate description of businesses, marketing professionals, and entrepreneurs―through cases, exercises, and testimonials―that allows students to personalize marketing and identify possible career interests.
• Marketing Decision Making: The use of extended examples, cases, and videos involving people making marketing decisions.
• Integrated Technology: The use of powerful technical resources and learning solutions, such as Connect, LearnSmart, SmartBook, www.kerinmarketing.com, and video links.
• Traditional and Contemporary Coverage: Comprehensive and integrated coverage of traditional and contemporary concepts.
• Rigorous Framework: A pedagogy based on the use of learning objectives, learning reviews, learning objectives reviews, and supportive student supplements.

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About this title

About the Author:

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.

About this edition

• Publisher: McGraw Hill
• Publication date: 2015
• ISBN 10: 1259305430
• ISBN 13: 9781259305436
• Binding: Loose Leaf
• Edition number: 6
• Number of pages: 1152