Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology.
The ninth edition continues to demonstrate the authors' commitment to engagement, leadership, and innovation:
Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite.
Leadership: Leading, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities.
Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect (R) Marketing with SmartBook (R) 2.0 digital learning package.
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, and financial aspects of marketing. 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. 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.
Title: Marketing: The Core (ISE HED IRWIN MARKETING)
Author: Hartley, Steven W.,Kerin, Roger A.
ISBN: 9781264832903
Binding:
Publisher: McGraw-Hill Education
Publication Date: 2021-03-29
Number of Pages:
Weight: 1.1343 kg