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.
Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing?
Chapter 2: Developing Successful Organizational and Marketing Strategies?
Appendix A: Building an Effective Marketing Plan?
Chapter 3: Scanning the Marketing Environment?
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing
Part 2: Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior?
Chapter 6: Understanding Organizations as Customers?
Chapter 7: Understanding and Reaching Global Consumers and Markets
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Part 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions?
Chapter 9: Market Segmentation, Targeting, and Positioning?
Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services?
Chapter 11: Managing Successful Products, Services, and Brands?
Chapter 12: Services Marketing?
Chapter 13: Building the Price Foundation?
Chapter 14: Arriving at the Final Price?
Appendix B: Financial Aspects of Marketing?
Chapter 15: Managing Marketing Channels and Supply Chains?
Chapter 16: Retailing and Wholesaling?
Chapter 17: Implementing Interactive and Multichannel Marketing?
Chapter 18: Integrated Marketing Communications and Direct Marketing?
Chapter 19: Advertising, Sales Promotion, and Public Relations?
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers?
Chapter 21: Personal Selling and Sales Management?
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Part 5: Appendices
Appendix C: Planning a Career in Marketing?
Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com
