(EBOOK PDF) MARKETING: THE CORE 8TH EDITION

(eBook PDF) Marketing: The Core 8th Edition by Roger Kerin – Digital Ebook – 

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Product details:

• ISBN-10 ‏ : ‎ 1260711455
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• ISBN-13 ‏ : ‎ 978-1260711455
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• Author: Roger Kerin (Author), Steven Hartley (Author)
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Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley

 Marketing 14e product, the most rigorous and robust program on the market. 

Core 8e also continues to demonstrate the authors’ commitment to engagement, 

leadership, and innovation: Engagement in class-tested, active learning activities to 

help instructors illustrate textbook concepts and examples featuring real people, 

cases, and companies throughout. 

The comprehensive instructor resource suite includes media-enhanced PPT slides, 

alternate cases, and a 5,000+ item test bank. 

Leadership in leading, current content, and conversational writing style, with a new 

emphasis on marketing metrics and data-driven decision-making, with hyperlinked 

assignments to easily correlate activities.

Table contents:

Part 1: Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Organizational and Marketing Strategies

Appendix A Building an Effective Marketing Plan

3 Understanding the Marketing Environment, Ethical Behavior, and Social

Responsibility

Part 2: Understanding Buyers and Markets

4 Understanding Consumer Behavior

5 Understanding Organizations as Customers

6 Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions

8 Market Segmentation, Targeting, and Positioning

Part 4: Satisfying Marketing Opportunities

9 Developing New Products and Services

10 Managing Successful Products, Services, and Brands

11 Pricing Products and Services

12 Managing Marketing Channels and Supply Chains

13 Retailing and Wholesaling

14 Implementing Interactive and Multichannel Marketing

15 Integrated Marketing Communications and Direct Marketing

16 Advertising, Sales Promotion, and Public Relations

17 Using Social Media and Mobile Marketing to Connect with Consumers

18 Personal Selling and Sales Management

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