Marketing: The Core

Abstract

Marketing: The Core 6e meets the needs of a wide spectrum of faculty-from professors who just want a solid textbook and a few key supplements, to those seeking a top-notch integrated digital program. Marketing: The Core's focus on decision making through extended examples, cases, and videos involving real people making real marketing decisions is only further bolstered by the author team's innovative pedagogical approach which stems from decades of classroom, college, and university experiences. Marketing: The Core's accessible, conversational writing style engages students through active learning techniques, while vivid descriptions of businesses, marketing professionals, and entrepreneurs-through cases, exercises, and testimonials-allow students to personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing: The Core the best choice for instructors seeking rigorous and balanced coverage of traditional and contemporary concepts.