Marketing, 12e utilizes a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies.
The goal of Marketing, 12e is to create an exceptional experience for today's students and instructors of marketing. The development of Marketing, 12e was based on a rigorous process of assessment. The outcome of this process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education.
Key Features
High Engagement Style
- Easy-to-read, conversational, high-involvement, interactive writing style that engages students through active learning techniques.
Rigorous Pedagogical Framework
- Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, Applying Marketing Knowledge exercises, Building Your Marketing Plan guidelines, video and written cases, and other helpful supplements.
Traditional and Contemporary Coverage and Examples
- Comprehensive and integrated coverage of traditional and contemporary marketing concepts supported by current and interesting examples.
Integrated Technology
- The use of powerful technical resources and learning solutions, such as Connect, LearnSmart with SmartBook, www.kerin.tv, www.kerinmarketing.com, and QR codes.
Marketing Decision Making
- The use of extended examples, cases, and videos involving people making marketing decisions.
Personalized Marketing
- Vivid and accurate description of businesses, nonprofit organizations, marketing professionals (including many of whom are women and minorities), and entrepreneurs - through cases, exercises, and testimonials - that allows students to personalise marketing and identify possible career interests.
Course Management System Integration
- Marketing, 12e content can be integrated with the following online course management systems: Blackboard, WebCT, eCollege, Moodle, and Desire2Learn.
Contents
PART 1: INITIATING THE MARKETING PROCESS
- Chapter 1: Creating Customer Relationships and Value through Marketing
- Chapter 2: Developing Successful Organizational and Marketing Strategies
- Appendix A: Building an Effective Marketing Plan
- Chapter 3: Scanning the Marketing Environment
- Chapter 4: Ethical and Social Responsibility in Marketing
PART 2: UNDERSTANDING BUYERS AND MARKETS
- Chapter 5: Understanding Consumer Behavior
- Chapter 6: Understanding Organizations as Customers
- Chapter 7: Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MAREKETING OPPORTUNITIES
- Chapter 8: Marketing Research: From Customer Insights to Actions
- Chapter 9: Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
- Chapter 10: Developing New Products and Services
- Chapter 11: Managing Successful Products, Services, and Brands
- Chapter 12: Services Marketing
- Chapter 13: Building the Price Foundation
- Chapter 14: Arriving at the Final Price
- Appendix B: Financial Aspects of Marketing
- Chapter 15: Managing Marketing Channels and Supply Chains
- Chapter 16: Retailing and Wholesaling
- Chapter 17: Integrated Marketing Communications and Direct Marketing
- Chapter 18: Advertising, Sales Promotion, and Public Relations
- Chapter 19: Using Social Media to Connect with Consumers
- Chapter 20: Personal Selling and Sales Management
PART 5: MANAGING THE MARKETING PROCESS
- Chapter 21: Implementing Interactive and Multichannel Marketing
- Chapter 22: Pulling It All Together: The Strategic Marketing Process
- Appendix C: Planning a Career in Marketing
- Appendix D: Alternate Cases
Book Details
- Hardcover: 784 pages
- Publisher: McGraw-Hill/Irwin; 12 edition (c2014)
- Language: English
- ISBN-10: 0077861035
- ISBN-13: 978-0077861032
- Product Dimensions: 11 x 9 x 1.3 inches
- List Price: $213.00