Marketing: The Core (8th Edition)

Author: Roger A. Kerin, Steven W. Hartley

Publisher: McGraw Hill

Publication Date: January 29, 2019

Language: English

ISBN-10: 1260088863

ISBN-13: 978-1260088861

Description:

Marketing: The Core provides a streamlined, 18-chapter exploration of essential marketing principles, serving as a concise yet robust alternative to the comprehensive Kerin/Hartley Marketing 14e program. This 8th edition is built on a foundation of engagement, leadership, and innovation, designed to provide a rigorous learning experience for students and instructors alike.

The text emphasizes active learning through class-tested activities that help illustrate complex concepts using real-world examples, people, and case studies. With a focus on leadership in the field, the content is delivered in a conversational writing style and features a contemporary emphasis on marketing metrics and data-driven decision-making. These topics are further supported by integrated assignments that correlate activities to practical outcomes.

Innovation is at the heart of this edition, incorporating outcomes-oriented learning management solutions and adaptive tools. These resources are designed to improve student results by leveraging learning science and providing a highly reliable environment for homework and assessment. This edition continues the authors’ commitment to providing current, high-quality content that prepares students for the evolving marketing landscape.