This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
Marketing, 12e utilises 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 distinctive features of the approach are illustrated below. 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. 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.
