Roger Kerin, Steven Hartley

Broschiertes Buch

Marketing ISE

Beschreibung

Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with "Marketing Matters," "Making Responsible Decisions," "Insights about me," "Applying Marketing Metrics," "Integration of the Customer Journey" and "Building your Marketing Plan" features throughout. Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.

Autor

Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career. >Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science.

Produktdetails

• Verlag: McGraw-Hill Education
• 16 ed
• Seitenzahl: 786
• Erscheinungstermin: 20. April 2022
• Englisch
• Abmessung: 276mm x 216mm x 30mm
• Gewicht: 1418g
• ISBN-13: 9781265111946
• ISBN-10: 1265111944
• Artikelnr.: 63199279