Marketing

Kerin, Marketing: The Core

Part 1: Initiating the Marketing Process

Chapter 1: Developing Customer Relationships and Value through Marketing

Chapter 2: Linking Corporate And Marketing Strategies

Appendix A: Creating an Effective Marketing Plan

Chapter 3: Scanning the Marketing Environment

Chapter 4: Ethics and Social Responsibility in Marketing

Part 2: Understanding Buyers and Markets

Chapter 5: Buyer Behaviour

Chapter 6: Reaching Global Markets

Part 3: Targeting Marketing Opportunities and Markets

Chapter 7: Turning Marketing Information into Action

Chapter 8: Identifying Market Segments and Targets

Part 4: Satisfying Marketing Opportunities

Chapter 9: Developing New Products and Services

Chapter 10: Managing Products, Services and Brands

Chapter 11: Pricing Products and Services

Chapter 12: Managing Marketing Channels and Supply Chains

Chapter 13: Retailing, Wholesaling and Interactive Marketing

Chapter 14: Integrated Marketing Communications

Chapter 15: Advertising, Sales Promotion, Public Relations and Personal Selling

Winner: Best Tertiary (Adaptation) Single Title - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: "this title has an innovative presentation, contemporary and relevant examples, and maintains ethical standards throughout. The accessible writing style and features such as key cards at the end of the book make it a user-friendly tool".

The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing.

Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged.

Key Features

Engaging writing style that has been specifically written with an essentials of marketing course in mindPractical and effective; students understand how to create an effective marketing planRich array of cases, examples, photos and advertisements that cover the Australian, New Zealand and Asian environmentStrong student support materials that includes MaxMark (an online study guide) and “Core Cards” (perforated cards that provide students with portable revision)Full-sized instructor supplements support package that includes locally produced videos, presentation slides and instructor manual. These resources amongst others for both lecturers and students can be find on the Online Learning Centre.