Marketing – 13th Edition
- Author: Roger Kerin, Steven Hartley
- Publisher: McGraw Hill
- Publication Date: February 12, 2016
- Edition: 13th Edition
- ISBN-10: 1259573540
- ISBN-13: 978-1259573545
Kerin/Hartley’s Marketing 13th edition is a robust Principles of Marketing solution designed to meet the needs of a wide range of faculty and students. This edition focuses heavily on the practical side of the industry, emphasizing decision-making through extended examples, real-world cases, and insights from professionals making actual marketing decisions. The author team’s extensive experience in the higher education classroom informs an innovative pedagogical approach that balances traditional fundamentals with contemporary marketing concepts.
The book is widely recognized for its conversational writing style and its ability to engage students via active learning techniques. By providing vivid descriptions of businesses, marketing professionals, and entrepreneurs, the text helps students personalize marketing concepts and identify possible career interests. Comprehensive coverage includes how firms analyze, create, deliver, communicate, and capture value in a global marketplace.
This program offers a rigorous academic experience featuring adaptive learning tools that personalize the study process based on individual performance. Students are challenged to apply what they have learned through a variety of exercises, including concept animations, video cases, and application-based assignments. With regularly updated resources, this edition remains a premier choice for those seeking a thorough and modern understanding of the marketing landscape.