Marketing: The Core, 6th Edition

Marketing: The Core 6e meets the needs of a wide spectrum of faculty―from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core’s focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team’s innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core’s accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs―through cases, exercises, and testimonials―allow students to personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing: The Core the best choice for instructors seeking rigorous and balanced coverage of traditional and contemporary concepts.

Table of Contents

Part 1 Initiating The Marketing Process
Chapter 1 Creating Customer Relationships And Value Through Marketing
Chapter 2 Developing Successful Organizational And Marketing Strategies
Chapter 3 Understanding The Marketing Environment, Ethical Behavior, And Social Responsibility

Part 2 Understanding Buyers And Markets
Chapter 4 Understanding Consumer Behavior
Chapter 5 Understanding Organizations As Customers
Chapter 6 Understanding And Reaching Global Consumers And Markets

Part 3 Targeting Marketing Opportunities
Chapter 7 Marketing Research: From Customer Insights To Actions
Chapter 8 Market Segmentation, Targeting, And Positioning

Part 4 Satisfying Marketing Opportunities
Chapter 9 Developing New Products And Services
Chapter 10 Managing Successful Products, Services, And Brands
Chapter 11 Pricing Products And Services
Chapter 12 Managing Marketing Channels And Supply Chains
Chapter 13 Retailing And Wholesaling
Chapter 14 Integrated Marketing Communications And Direct Marketing
Chapter 15 Advertising, Sales Promotion, And Public Relations
Chapter 16 Using Social Media To Connect With Consumers
Chapter 17 Personal Selling And Sales Management
Chapter 18 Implementing Interactive And Multichannel Marketing