Engagement. Leadership. Innovation. This market leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported an extensive instructor resources package, Kerin 15e is up-to-date with additional emphases on financial, social media, marketing metrics, and decision-making. - Comprehensive - Business-Orientation - Up-to-Date - Most extensive instructor resource package on the market! - Real-world-focus: - Applying Marketing Metrics - Marketing Matters - Making Responsible Decisions - Insights About Me - Building Your Marketing Plan - Integration of Customer Journey Literature
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility for Sustainable Marketing
Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
Part 4 Satisfying Marketing Opportunities
10 Developing New Products and Services
11 Managing Successful Products, Services, and Brands
12 Services Marketing 318
13 Building the Price Foundation
14 Arriving at the Final Price
15 Managing Marketing Channels and Supply Chains
16 Retailing and Wholesaling
17 Implementing Interactive and Multichannel Marketing
18 Integrated Marketing Communications and Direct Marketing
19 Advertising, Sales Promotion, and Public Relations
20 Using Social Media and Mobile Marketing to Connect with Consumers
21 Personal Selling and Sales Management
22 Pulling It All Together: The Strategic Marketing Process
Part 5 Appendices
Appendix C Planning a Career in Marketing
Appendix D Alternate Cases, available in Connect at
www.connect.mheducation.com
Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career.
Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science.
Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors 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.
