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. The 2025 release has been completely updated to include discussions of the impact of artificial intelligence on the many functions of the marketing discipline. Examples related to customer experience management, personalization of marketing campaigns, interpretation of salesforce feedback, creation of personas, and integration of AI across all marketing activities are included. Stay updated with the Kerin & Hartley Marketing blog for real time marketing issues and discussion questions: https://kerinmarketing.com.
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. Scanning the Marketing Environment
4. Ethical and Social Responsibility for Sustainable Marketing
Part 2: Understanding Buyers and Markets
5. Understanding Consumer Behavior
6. Understanding Organizations as Customers
7. Understanding and Reaching Global Consumers and Markets
Part 3: Targeting Marketing Opportunities
8. Marketing Research: From Customer Insights to Actions
9. Market Segmentation, Targeting, and Positioning
Part 4: Satisfying Marketing Opportunities
10. Developing New Products and Services
11. Managing Successful Products, Services, and Brands
12. Services Marketing
13. Building the Price Foundation
14. Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
15. Managing Marketing Channels and Supply Chains
16. Retailing and Wholesaling
17. Implementing Interactive and Multichannel Marketing
18. Integrated Marketing Communications and Direct Marketing
19. Advertising, Sales Promotion, and Public Relations
20. Using Social Media and Mobile Marketing to Connect with
Consumers
21. Personal Selling and Sales Management
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
