Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology.
The ninth edition continues to demonstrate the authors’ commitment to engagement, leadership, and innovation:
Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite.
Leadership: Leading, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities.
Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing with SmartBook® 2.0 digital learning package.
About the Author:
Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s 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.
Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career.
Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science.
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