Marketing: The Core, 9th Edition by Roger A. Kerin offers a focused and engaging exploration of foundational marketing principles. This 18-chapter edition distills the rigor of its parent text, presenting a pedagogical approach designed for high student involvement. The Core 9e emphasizes personalized marketing strategies, seamlessly integrating both traditional and contemporary concepts within a robust framework. It delves into the intricacies of marketing decision-making and showcases the pervasive role of integrated technology in today’s business landscape. Authors Roger A. Kerin demonstrate a continued commitment to engagement, leadership, and innovation. The text promotes active learning through in-class and digital activities, surveys, assignments, and personal observations, fostering dynamic discussions between students and instructors. Its interactive writing style is crafted for high involvement and ease of reading, actively drawing students into the subject matter. Instructors benefit from a comprehensive resource suite, including media-enhanced PPT slides, alternate cases, and an extensive test bank. Leadership in content is evident through its up-to-date coverage and conversational tone, with a renewed focus on data-driven decision-making. Assignments are hyperlinked for effortless correlation of activities, ensuring a cohesive learning experience.

Book Details:
Author: Roger A. Kerin
Edition: 9th
Publisher: McGraw Hill
Publication Date: January 27, 2021
ISBN-10: 1264209290
ISBN-13: 978-1264209293