Roger Kerin Marketing

Roger Kerin Marketing: A Deep Dive into a Marketing Maverick

Introduction:

Are you looking to understand the innovative strategies and impactful results achieved by Roger Kerin in the world of marketing? This comprehensive guide delves into the career and contributions of this marketing maverick, exploring his key principles, influential work, and lasting legacy. Whether you're a seasoned marketing professional seeking fresh insights or a student eager to learn from the best, this post offers a wealth of information on the impactful world of Roger Kerin marketing. We’ll unpack his methodologies, analyze successful campaigns, and examine how his approaches remain relevant in today's dynamic marketing landscape.

H2: Roger Kerin's Core Marketing Principles:

Roger Kerin's impact stems from his deep understanding of consumer behavior and his ability to translate that understanding into actionable marketing strategies. He championed a data-driven approach, emphasizing the importance of market research and analytics in informing decision-making. His core principles can be summarized as:

Understanding the Consumer: Kerin stressed the critical importance of thoroughly understanding consumer needs, preferences, and motivations. This involved not just demographics but also psychographics, lifestyle factors, and purchasing habits.
Market Segmentation and Targeting: He advocated for precise market segmentation to identify specific target audiences and tailor marketing messages for maximum effectiveness. Generic campaigns were seen as inefficient.
Integrated Marketing Communications (IMC): Kerin was a strong proponent of IMC, emphasizing the coordination of all marketing communications to deliver a consistent and compelling brand message across all channels.
Strategic Marketing Planning: He highlighted the necessity of a well-defined, long-term marketing plan that aligns with overall business objectives. This involved setting clear goals, developing actionable strategies, and establishing measurable key performance indicators (KPIs).
Measuring and Evaluating Results: Kerin consistently stressed the importance of tracking marketing performance, analyzing results, and making data-driven adjustments to optimize campaigns.

H2: Key Contributions and Influential Works:

Roger Kerin's influence extends far beyond individual campaigns. His contributions to the field are largely reflected in his prolific writing and academic work. His textbooks, co-authored with various colleagues, have been instrumental in shaping marketing education for generations of students. These texts often showcase case studies illustrating the practical application of his core marketing principles. He’s known for his in-depth analysis of marketing strategy and his emphasis on the quantitative aspects of marketing decision-making. His work continues to serve as a benchmark for effective marketing practices. Specific titles frequently cited include those focusing on marketing management and strategy. These texts are often updated to reflect the ever-evolving digital marketing landscape, maintaining their relevance and impact.

H2: The Enduring Relevance of Roger Kerin Marketing in the Digital Age:

While the marketing landscape has dramatically shifted with the rise of digital channels and social media, the fundamental principles championed by Roger Kerin remain remarkably relevant. His emphasis on understanding the consumer, strategic planning, and data-driven decision-making is as crucial today as it ever was. In fact, the abundance of data available in the digital age provides even more opportunities to apply his principles effectively. Modern marketers can leverage sophisticated analytics tools to gain deeper insights into consumer behavior and optimize campaigns with greater precision, aligning perfectly with Kerin's emphasis on measurement and evaluation.

H2: Applying Roger Kerin's Principles in Your Marketing Strategy:

To effectively apply Roger Kerin's principles to your own marketing efforts, consider these steps:

Conduct thorough market research: Utilize both qualitative and quantitative methods to gain a comprehensive understanding of your target audience.
Develop a detailed marketing plan: Outline your objectives, target audiences, marketing channels, budget, and KPIs.
Integrate your marketing communications: Ensure consistency in your messaging across all platforms.
Track and analyze your results: Regularly monitor your performance and make data-driven adjustments to optimize your campaigns.
Embrace data-driven decision making: Rely on analytics to inform every aspect of your marketing strategy.


Conclusion:

Roger Kerin's contribution to the field of marketing is undeniable. His focus on consumer understanding, strategic planning, and data-driven decision-making remains a cornerstone of effective marketing in the digital age. By adopting his principles and embracing a data-centric approach, marketers can build stronger brands, reach target audiences more effectively, and achieve greater success.


FAQs:

1. What are the most significant differences between Roger Kerin's approach and modern digital marketing? While the tools have changed dramatically, the core tenets of understanding the consumer, strategic planning, and data-driven decision-making remain consistent. The difference lies in the scale and sophistication of data analysis now available.

2. How can small businesses apply Roger Kerin's principles with limited resources? Even with limited resources, small businesses can conduct basic market research, create a simple marketing plan, and utilize free analytics tools to track their progress and make informed decisions.

3. Are there specific case studies illustrating the success of Roger Kerin's methodologies? While specific campaigns directly attributed to Roger Kerin might not be readily available publicly, many case studies in marketing textbooks (many co-authored by him) exemplify the successful application of his principles.

4. How does Roger Kerin's approach differ from other prominent marketing thinkers? While there's overlap with other prominent thinkers, Kerin's emphasis on the rigorous application of quantitative analysis and the integration of marketing communications sets his approach apart.

5. Where can I find more information on Roger Kerin's work and publications? A thorough search of academic databases and online bookstores using his name will reveal a considerable body of work, including textbooks and research papers. University library resources can also provide valuable access.


  roger kerin marketing: Marketing Kerin/ Mcdonell, 2007 Winner: Best Tertiary (Adaptation) Single Title - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: this title has an innovative presentation, contemporary and relevant examples, and maintains ethical standards throughout. The accessible writing style and features such as key cards at the end of the book make it a user-friendly tool. The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing. Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged. Key Features: Engaging writing style that has been specifically written with an essentials of marketing course in mind * Practical and effective; students understand how to create an effective marketing plan * Rich array of cases, examples, photos and advertisements that cover the Australian, New Zealand and Asian environment * Strong student support materials that includes MaxMark (an online study guide) and Core Cards (perforated cards that provide students with portable revision) * Full-sized instructor supplements support package that includes locally produced videos, presentation slides and instructor manual. These resources amongst others for both lecturers and students can be find on the Online Learning Centre.
  roger kerin marketing: Marketing Roger A. Kerin, Steven W. Hartley, William Rudelius, 2007 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 that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a baby Kerin; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.
  roger kerin marketing: Marketing Roger A. Kerin, Steven W. Hartley, 2022 The goal of the 16th edition of Marketing is to create an exceptional experience for to day's students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education--
  roger kerin marketing: Strategic Marketing Problems Roger A. Kerin, Robert A. Peterson, 2007 This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
  roger kerin marketing: Looseleaf for Marketing: The Core Steven W. Hartley, Roger A. Kerin, 2019-01-29 Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.
  roger kerin marketing: Essentials of Health Care Marketing Berkowitz, 2016-08-15 Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.
  roger kerin marketing: Marketing Roger A. Kerin, Steven Hartley, William Rudelius, 2004 This core text distills Marketing's 22 chapters down to 18, leaving instructors the content they need to cover the essentials of marketing in a single semester. Up-to-date and classic examples are included that students should be able to relate to typical marketing decisions.
  roger kerin marketing: Canadian Human Resource Management Hermann F. Schwind, Krista Uggerslev, Terry H Wagar, Neil Fassina, 2019
  roger kerin marketing: An Information Processing Theory of Consumer Choice James R. Bettman, 1979
  roger kerin marketing: Strategic Marketing Problems Roger A. Kerin, Robert A. Peterson, 1987
  roger kerin marketing: Consumer Behavior and Marketing Strategy J. Paul Peter, Jerry Corrie Olson, 1996 This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.
  roger kerin marketing: Marketing Gary Armstrong, Philip Kotler, 2005 How do we get you moving? By placing you-the customer-in the driver's seat. Marketing introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. Fasten your seatbelt. Your learning journey starts here! www.prenhall.com/kotler
  roger kerin marketing: Liberty University Busi 330 Revised Rudelius Kerin Hartley, 2013
  roger kerin marketing: Competitive Marketing Strategy John A. Czepiel, 1995-04-01
  roger kerin marketing: Managing Imitation Strategies Steven P. Schnaars, 2002-04-29 Pioneers -- those innovative first movers who enter markets before competitors - are often deified as engines of economic growth while imitators are generally scorned as copycats and shameful followers. But who most often wins? Drawing on seven years of research, Steven Schnaars documents that, in sharp contrast to conventional beliefs, imitators commonly surpass pioneers as market leaders and attain the greatest financial rewards. How do they do it? In this ground-breaking book -- the first to formulate imitation strategies for managers -- Schnaars systematically examines 28 detailed case histories, from light beer to commercial jet liners, in which imitators such as Anheuser-Busch and Boeing prevailed over pioneers. He describes the marketing wars, court battles, and even personal vendettas that often resulted, and shows that imitators have several clear advantages. Pioneers are forced to spend heavily on both product and market development. They also risk making costly mistakes. Pioneers often aid in their own destruction, thrown into confusion by rapid growth, internal bickering, and the neverending search for expansion capital. Moreover, imitators do not have to risk expensive start-up costs or pursuing a market that does not exist, enabling them to quickly outmaneuver pioneers once the market is finally shaped. By patiently waiting on the sidelines while the innovator makes the mistakes, imitatorscan also usurp benefits from the test of time -- major defects in the product having been removed by the pioneer at an earlier stage in the game. Schnaars discusses the three basic strategies that successful imitators such as Microsoft, American Express, and Pepsi have used to dominate markets pioneered by others. First, some imitators sell lower-priced, generic versions of the pioneer's product once it becomes popular, as Bic did with ballpoint pens. Second, some firms imitate and improve upon the pioneer's product; for example, WordPerfect in the case of word processing software. Third, building on their capital, distribution, and marketing advantages that smaller pioneers cannot hope to match, imitators use the most prevalent strategy of all -- bullying their way into a pioneer's market on sheer power. In several cases a one-two-punch, or combination of strategies, is often utilized by the imitator to remove any doubt regarding their dominance in the market and in the eyes of the public. Schnaars concludes that the benefits of pioneering have been oversold, and that imitation compels recognition as a legitimate marketing strategy. It should be as much a part of a company's strategic arsenal as strategies for innovation.
  roger kerin marketing: Marketing for Entrepreneurs Frederick G. Crane, 2009-09-16 One of the primary reasons most often cited for the failure of a new venture is the entrepreneur's inability to identity and exploit the `right idea'. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure. Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur's unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.
  roger kerin marketing: Joy of Strategy Allison Rimm, 2016-10-21 Your life is serious business, but who says you can't find joy along the way? As a person with unique gifts to offer, it is your responsibility to use your talents wisely and it is your right to enjoy yourself while doing so. Just as a successful business requires a mission and a plan, so does a fulfilling life. In The Joy of Strategy, Allison Rimm provides a structured, step-by-step program to create a business plan for your life. Through conventional business techniques and unconventional wisdom, The Joy of Strategy is the go-to guide for achieving satisfaction both in and out of work. Delivered with compassion and humor, The Joy of Strategy presents eight practical steps, useful tools such as the Joy Meter, and real success stories to help build and motivate your personal plan. With the perfect mix of soul and strategy, The Joy of Strategy will get you organized and on your way to a fulfilling life.
  roger kerin marketing: Strategic Marketing David W. Cravens, Nigel Piercy, 2006 Strategic Marketing 8/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective andextends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciencećs Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA.
  roger kerin marketing: Handbook of Marketing Strategy Venkatesh Shankar, Gregory S. Carpenter, James Farley/Booz Allen Hamilton, 2012 This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
  roger kerin marketing: MBA Marketing Malcolm McDonald, Ailsa Kolsaker, 2013-12-11 This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
  roger kerin marketing: Understanding and Managing Organizational Behviour Global Edition Jennifer M. George, Gareth R. Jones, 2014-09-10 For one-semester, undergraduate/graduate level courses in Organizational Behavior. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Vivid examples, thought-provoking activities—get students engaged in OB. George/Jones uses real-world examples, thought- and discussion-provoking learning activities to help students become more engaged in what they are learning. This text also provides the most contemporary and up-to-date account of the changing issues involved in managing people in organizations. The sixth edition features new cases, material addressing the economic crisis, and expanded coverage of ethics and workplace diversity. Accompanied by mymanagementlab! See the hands in the air, hear the roar of discussion–be a rock star in the classroom. mymanagementlab makes it easier for you to rock the classroom by helping you hold students accountable for class preparation, and getting students engaged in the material through an array of relevant teaching and media resources. Visit mymanagementlab.com for more information.
  roger kerin marketing: Marketing Theory Michael J Baker, Michael Saren, 2010-03-18 Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings
  roger kerin marketing: Working Studs Terkel, 2011-07-26 A Pulitzer Prize winner interviews workers, from policemen to piano tuners: “Magnificent . . . To read it is to hear America talking.” —The Boston Globe A National Book Award Finalist and New York Times bestseller Studs Terkel’s classic oral history Working is a compelling look at jobs and the people who do them. Consisting of over one hundred interviews with everyone from a gravedigger to a studio head, this book provides a “brilliant” and enduring portrait of people’s feelings about their working lives. This edition includes a new foreword by New York Times journalist Adam Cohen (Forbes). “Splendid . . . Important . . . Rich and fascinating . . . The people we meet are not digits in a poll but real people with real names who share their anecdotes, adventures, and aspirations with us.” —Business Week “The talk in Working is good talk—earthy, passionate, honest, sometimes tender, sometimes crisp, juicy as reality, seasoned with experience.” —The Washington Post
  roger kerin marketing: The Profit Impact of Marketing Strategy Project Paul W. Farris, Michael J. Moore, 2004-11-04 This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.
  roger kerin marketing: Swarm Creativity Peter A. Gloor, 2006-01-05 Swarm Creativity introduces a powerful new concept-Collaborative Innovation Networks, or COINs. Its aim is to make the concept of COINs as ubiquitous among business managers as any methodology to enhance quality and competitive advantage. The difference though is that COINs are nothing like other methodologies. A COIN is a cyberteam of self-motivated people with a collective vision, enabled by technology to collaborate in achieving a common goal--n innovation-by sharing ideas, information, and work. It is no exaggeration to state that COINs are the most productive engines of innovation ever. COINs have been around for hundreds of years. Many of us have already been a part of one without knowing it. What makes COINs so relevant today, though is that the concept has reached its tipping point-thanks to the Internet and the World Wide Web. This book explores why COINS are so important to business success in the new century. It explains the traits that characterize COIN members and COIN behavior. It makes the case for why businesses ought to be rushing to uncover their COINs and nurture them, and provides tools for building organizations that are more creative, productive and efficient by applying principles of creative collaboration, knowledge sharing and social networking. Through real-life examples in several business sectors, the book shows how to leverage COINs to develop successful products in R & D, grow better customer relationships, establish better project management, and build higher-performing teams. In short, this book answers four key questions: Why are COINs better at innovation? What are the key elements of COINs? Who are the people that participate in COINs and how do they become members? And how does an organization transform itself into a Collaborative Innovation Network?
  roger kerin marketing: Consumer Behavior Delbert I. Hawkins, 1995-02-01
  roger kerin marketing: Foundations of Marketing John Fahy, David Jobber, 2012 This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.
  roger kerin marketing: The History of Marketing Thought Robert Bartels, 1988
  roger kerin marketing: Applied Management Science John A. Lawrence, Barry A. Pasternack, 2002-02-01 Emphasizes building the most appropriate model possible from the available data. * Major focus is on analysis and communication of results to management. Teaches readers how to conduct a management science study, analyze different situations, break down the steps of problem-solving, write a business report, and effectively communicate study results to management. * A supporting CD-ROM is packaged with every book to include three complete additional chapters, additional cases and problems for every chapter, coverage of key algorithms and derivations, a review of statistics, the complete WINQSB package developed by Yih-Long Chang, and Excel files for every chapter. * Computer Integrated Approach: Use of Excel, WinQSB, and LINDO for windows integrated throughout text for use in solving models.
  roger kerin marketing: Marketing Management Philip Kotler, 2000
  roger kerin marketing: Management Thomas S. Bateman, Scott A. Snell, 2007 This text discusses and explains the traditional, functional approach to management, through planning, organising, leading and controlling.
  roger kerin marketing: Crafting and Executing Strategy Arthur A. Thompson, Alonzo J. Strickland, John E. Gamble, 2005 Presenting the most recent developments in research and strategy, this text applies these theories and illustrates their implementation in business cases.
  roger kerin marketing: An Empirical Investigation of Consumer Memory, Attitude, and Perceptions Toward Pioneer and Follower Brands Frank H. Alpert, Michael A. Kamins, 1995
  roger kerin marketing: MARKETING ,
  roger kerin marketing: Nonprofit Marketing John L. Fortenberry, 2013 Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more. Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic. Instructor Resources: Instructor's Manual, PowerPoints, TestBank
  roger kerin marketing: Theoretical Developments in Marketing Charles W. Lamb, Jr., Patrick M. Dunne, 2011-10-15
  roger kerin marketing: Marketing Theory Michael J Baker, Michael Saren, 2010-03-18 Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings
  roger kerin marketing: Digital Marketing Annmarie Hanlon, 2018-12-29 An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.
  roger kerin marketing: Marketing Management S.H.H. Kazmi, 2007 Marketing is of interest to students of marketing, or marketers of tangibles or non tangibles.
  roger kerin marketing: Marketing for Entrepreneurs Frederick G. Crane, 2013 Poor marketing is often cited as a reason behind the failure of entrepreneurial ventures, even when the idea in the first place may have been sound. This title moves beyond the classic theory and demonstrates the application of marketing in an entrepreneurial context.
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