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Marketing: The Core
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Table of Contents
About the Authors
Book Preface
Sample Chapters
Feature Summary
Instructor Supplements
Student Supplements
Marketer's Showdown Demo
MH Connect Marketing


Student Edition
Instructor Edition
Marketing: The Core, 5/e

Roger A. Kerin, Southern Methodist University
Steven W. Hartley, University of Denver
William Rudelius, University of Minnesota-Minneapolis

ISBN: 0078028922
Copyright year: 2013

Feature Summary



New Features

Innovation is at the core of this dynamic product, and this new edition is no different. Building on the innovative pedagogy established in previous editions, this fifth edition brings new elements in QR codes, social media, and new app technology, making this truly the most unique and cutting-edge textbook available on the market.

    New! LearnSmart is now available within Connect® Marketing, and ensures your students are learning faster, studying more efficiently, and retaining more knowledge. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students' self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with a personalized one-on-one tutor experience.

    New! Chapter on Social Media Marketing includes extensive coverage on the newest marketing environment. This edition features a dedicated chapter for social media marketing. The authors cover the building blocks of social media marketing and provide thorough, relevant content to your students. This new chapter represents the authors’ commitment to keeping your students informed on the cutting-edge of Marketing.

    New! QR Codes: 21st Century Marketing for your Course! These little codes are becoming more and more prevalent. Companies are using them on direct mail pieces, in-store displays, catalogs, etc. Marketing: The Core 5/e is joining the QR party. These codes will bring the text to life with ads and videos from products and companies to tie the concepts of the book to companies and media that students relate to. These videos will allow us to keep the text even more current. While each code in the text will have a caption (as shown to the right), each semester we will update the links. We can point students to the most recent, exciting media – keeping the text relevant to each student.

    New! Marketing Mobile App: Connecting Students with the Content! This mobile app will further connect students to the 5th edition. The application will contain functions that allow students to practice dashboard exercises from the text, take practice quizzes on each chapter, scan the QR codes in the text, and create their own QR codes and marketing pieces to be shared through multiple social media outlets. The Marketing 2 Go mobile application is yet another example of the commitment to innovation by its author team and provides students with relevant content in the palm of their hand.

    New! Marketing Dashboards Interactive Applications are now available within the new marketing mobile app. A staple of the Kerin franchise, our Using Marketing Dashboards features in the text deliver common marketing metrics to students in a non-threatening, digestible way. We have taken these fan favorites and developed a way to practice the dashboards through the mobile app. These activities will allow students to follow the path of learn it, practice it, apply it. Students will be introduced to the metric, allowed to practice it, and then apply that metric and make a real-life, business decision based on the dashboard of that metric and information.

    New coverage of the following important topics: customer value proposition, social entrepreneurship and marketing dashboards, price transparency, decoding and structuring, green retailing, and social media marketing.

Retained Features

Marketing: The Core uses an active-learning approach to bring marketing theories and concepts to life. Each chapter offers a balance of traditional and contemporary perspectives presented in an easy-to-read style using familiar examples of companies, products and services, and business strategies. This approach has been a “perfect match” for today’s practical, visual, connected learners. The response from students and instructors has been extraordinary. The following features have been retained:

High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques.

Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests.

Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions.

Integrated Technology - The use of powerful technical resources and learning solutions.

Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts.

Rigorous Framework - Pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements.

Connect® Marketing is available with Kerin/Hartley/Rudelius, Marketing: The Core, 5th edition. Connect Marketing is McGraw-Hill’s web-based assignment and assessment platform that connects you and your students to the coursework. Interactive Applications provided for each chapter of the textbook allow instructors to assign application-focused interactive activities, engage students to “do” marketing, stimulate critical thinking, and reinforce key concepts. Students apply what they’ve learned and receive immediate feedback. Instructors can customize these activities and monitor student progress. Connect Marketing for Marketing: The Core includes:

  • LearnSmart (STUDY), which has been nominated for 2012 SIIA CODiE Awards in Best Cross-Curricular Solution, and Best Postsecondary Instructional Solution, is an adaptive learning system to help students learn faster, study more efficiently, and retain more knowledge for greater success. It pinpoints concepts the student does not understand and maps out a personalized study plan for success. Based on students’ self-diagnoses of their proficiency, LearnSmart intelligently provides students with a series of adaptive questions. This provides students with a personalized one-on-one tutor experience. Instructors have access to reports that highlight progress and areas for additional reinforcement for students as well as an at-a-glance view into students’ strengths and weaknesses.
  • Interactive Applications (ASSESS), for each chapter of the textbook that allow students to practice real business situations, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. Detailed results let instructors see at a glance how each student performs and easily track the progress of every student in their course.
  • Marketing Plan Activities, are now available within Connect Marketing. These activities are auto-graded Connect Interactive Applications based around the coverage of the marketing plan in this edition. These activities are built to help the students understand the pieces of a marketing plan and how the concepts of the text tie to those portions. If you are a professor who assigns the marketing plan as a semester-long project, use these activities to supplement your marketing plan coverage -- allowing students to reinforce the concepts before developing their own plan. If you are a professor who simply does not have the time to grade full marketing plans from each and every student, use these activities to replace the marketing plan project and students can leave your class better prepared for a career in marketing.

Connect Plus™ Marketing, gives students access to an integrated eBook, allowing for anytime, anywhere access to the textbook. With each homework problem directly mapped to the topic in the book, the student is only one click away from the textbook. The eBook also includes a powerful search function that allows students to quickly scan the entire book for relevant topics.

Marketing Dashboards: Within each chapter of the text, marketing dashboards are being used to graphically portray the measures used to track and analyze marketing performance, just as current marketing professionals are using these tools. This feature in Marketing: The Core 5e, Using Marketing Dashboards, is a way to bring this concept to life for students.

Video Cases provided in the textbook at the end of each chapter bring to life chapter concepts through interesting real-world examples. Each video case is further illuminated through Connect interactive assignments for deeper application. With auto-graded questions provided, these assignments provide instructors the ability to assign meaningful, engaging content for every chapter of the text.


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