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Marketing: The Core w/OLC and Premium Content By William Rudelius

Marketing: The Core w/OLC and Premium Content
by William Rudelius

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Covers the essentials of marketing.
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Marketing: The Core w/OLC and Premium Content Summary

Marketing: The Core w/OLC and Premium Content by William Rudelius

MARKETING: THE CORE, 2/e by Kerin, Berkowitz, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 8/e, but in a shorter, more accessible package. The Core distills Marketing's 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package. The Core is more than just a "baby Kerin"; it combines great writing style, currency, and supplements into the ideal package.

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About William Rudelius

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, and financial aspects of marketing. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science. Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association. William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.

Table of Contents

Part One: Initiating the Marketing Process 1 Creating Customer Relationships and Value through Marketing 2 Developing Successful Marketing and Corporate Strategies Appendix A Building an Effective Marketing Plan 3 Scanning the Marketing Environment 4 Ethics and Social Responsibility in Marketing Part Two: Understanding Buyers and Markets 5 Consumer Behavior 6 Organizational Markets and Buyer Behavior 7 Reaching Global Markets Part Three: Targeting Marketing Opportunities 8 Marketing Research: From Information to Action 9 Identifying Market Segments and Targets Part Four: Satisfying Marketing Opportunities 10 Developing New Products and Services 11 Managing Products, Services, and Brands 12 Pricing Products and Services 13 Managing Marketing Channels and Supply Chains 14 Retailing and Wholesaling 15 Retailing and Wholesaling 16 Integrated Marketing Communications and Direct Marketing 17 Personal Selling and Sales Management 18 Implementing Interactive and Multichannel Marketing Appendix B Planning a Career in Marketing

Additional information

Marketing: The Core w/OLC and Premium Content by William Rudelius
William Rudelius
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.