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Marketing the Core: Roger Kerin's Enduring Legacy
Are you a marketing student grappling with fundamental concepts? Or perhaps a seasoned professional looking to refresh your understanding of core marketing principles? Then you've come to the right place. This in-depth exploration delves into the impactful work of Roger Kerin, a prominent figure in marketing education and research, and examines how his contributions continue to shape modern marketing strategies. We'll dissect key concepts from his influential work, explaining their relevance in today's dynamic marketplace. Prepare to gain a renewed appreciation for the core tenets of effective marketing and how Kerin's insights remain incredibly pertinent.
Understanding Roger Kerin's Contributions to Marketing
Roger Kerin's impact on the field of marketing is undeniable. He's known for his clear, concise, and insightful approach to teaching and writing, making complex marketing concepts accessible to a wide audience. His textbooks, particularly those co-authored with others, have served as foundational resources for countless students and professionals. His emphasis on a strategic, customer-centric approach, coupled with his rigorous analytical framework, continues to inspire marketers striving for sustainable success.
Key Concepts from Kerin's Work: A Deep Dive
The Importance of Strategic Marketing Planning:
Kerin's work consistently emphasizes the critical role of strategic marketing planning. This isn't just about creating a marketing plan; it's about developing a comprehensive, long-term strategy aligned with the overall business objectives. This involves conducting thorough market research, analyzing the competitive landscape, defining target markets, and crafting a compelling value proposition. He stresses the iterative nature of this process, emphasizing the importance of continuous monitoring and adaptation.
Market Segmentation and Targeting:
A cornerstone of Kerin's approach is a deep understanding of market segmentation and targeting. He highlights the importance of dividing the market into distinct groups of consumers with similar needs and characteristics. Effectively targeting the right segments allows for focused marketing efforts, maximizing resource allocation and return on investment. He stressed the need for detailed analysis to ensure accurate segmentation and prevent wasted resources on irrelevant targets.
The Marketing Mix (4 Ps and Beyond):
While recognizing the traditional 4 Ps of marketing (Product, Price, Place, Promotion), Kerin's work extends beyond this framework. He emphasizes the interconnectedness of these elements and the importance of integrating them into a cohesive marketing strategy. Moreover, his work implicitly acknowledges the evolving marketing landscape, hinting at the relevance of additional factors, such as people, processes, and physical evidence, in delivering a superior customer experience.
Customer Relationship Management (CRM):
Though not explicitly a primary focus in all his works, the underlying philosophy of many of Kerin's concepts strongly supports the importance of CRM. His emphasis on understanding customer needs and building long-term relationships directly aligns with the core principles of effective CRM. By focusing on customer retention and loyalty, businesses can foster sustainable growth and profitability—a key theme running throughout his body of work.
The Role of Marketing Research: Kerin strongly advocates for the use of robust marketing research throughout the entire marketing process. From initial market analysis to evaluating campaign effectiveness, data-driven decision-making is a recurring theme. This ensures a more scientific and less intuitive approach to marketing, ultimately leading to better outcomes. He stresses the importance of using various research methods to obtain a comprehensive understanding of the market and the consumer.
Connecting Kerin's Principles to Modern Marketing
Even in the age of digital marketing and evolving consumer behavior, the foundational principles championed by Roger Kerin remain highly relevant. His emphasis on strategic planning, deep customer understanding, and data-driven decision-making remains the bedrock of successful marketing strategies, regardless of the specific tactics employed. The core concepts he emphasizes are timeless and offer a robust framework for navigating the complexities of the modern marketing landscape. Adapting his principles to today's digital world requires a keen understanding of new technologies and platforms, but the underlying philosophy remains unchanged.
Conclusion
Roger Kerin's contributions to the field of marketing are extensive and far-reaching. His focus on core marketing principles, coupled with his emphasis on strategic thinking and data-driven decision-making, has profoundly influenced generations of marketers. By understanding and applying his principles, businesses can build a solid foundation for long-term success in an ever-evolving market. His legacy encourages a return to the fundamentals, ensuring marketing efforts are grounded in strategic thinking and a deep understanding of the consumer.
FAQs:
1. Are Kerin's marketing principles applicable to small businesses? Absolutely. While large corporations might have more resources, the core principles of strategic planning, customer understanding, and effective marketing mix remain equally crucial for small businesses to compete and thrive.
2. How can I access Roger Kerin's work? Many of his textbooks are readily available online and in libraries. You can also find information on him and his contributions through academic databases and university websites.
3. What's the difference between Kerin's approach and more modern marketing techniques? The difference is not one of opposition but of integration. Modern marketing techniques (e.g., SEO, social media marketing) are tools that can be effectively implemented within the framework of strategic planning and customer understanding that Kerin emphasizes.
4. Is there a specific book by Roger Kerin that's considered his magnum opus? While he doesn't have one single "magnum opus," his co-authored textbooks on marketing principles are widely considered foundational and influential. Look for titles commonly used in marketing curricula.
5. How can I apply Kerin's teachings to my current marketing campaign? Begin by reviewing your current strategy. Assess your market segmentation, your value proposition, and the effectiveness of your marketing mix. Then, use Kerin's principles to identify areas for improvement and refine your approach, focusing on data-driven decisions and a deep understanding of your target audience.
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: Canadian Human Resource Management Hermann F. Schwind, Krista Uggerslev, Terry H Wagar, Neil Fassina, 2019 |
| marketing the core roger kerin: Just Business Alexander D. Hill, 1997-01-01 To those faced with the many questions and quandaries of doing business with integrity, here is a place to beggin. Alexander Hill explores the Christian concepts of holiness, justice, and love, and shows how some common responses to business ethics fall short of these. Then, he turns to penetrating case studies on such pressing topics as employer-employee relations, discrimination, and affirmative action. |
| marketing the core roger kerin: Automate This Christopher Steiner, 2012-08-30 The rousing story of the last gasp of human agency and how today’s best and brightest minds are endeavoring to put an end to it. It used to be that to diagnose an illness, interpret legal documents, analyze foreign policy, or write a newspaper article you needed a human being with specific skills—and maybe an advanced degree or two. These days, high-level tasks are increasingly being handled by algorithms that can do precise work not only with speed but also with nuance. These “bots” started with human programming and logic, but now their reach extends beyond what their creators ever expected. In this fascinating, frightening book, Christopher Steiner tells the story of how algorithms took over—and shows why the “bot revolution” is about to spill into every aspect of our lives, often silently, without our knowledge. The May 2010 “Flash Crash” exposed Wall Street’s reliance on trading bots to the tune of a 998-point market drop and $1 trillion in vanished market value. But that was just the beginning. In Automate This, we meet bots that are driving cars, penning haiku, and writing music mistaken for Bach’s. They listen in on our customer service calls and figure out what Iran would do in the event of a nuclear standoff. There are algorithms that can pick out the most cohesive crew of astronauts for a space mission or identify the next Jeremy Lin. Some can even ingest statistics from baseball games and spit out pitch-perfect sports journalism indistinguishable from that produced by humans. The interaction of man and machine can make our lives easier. But what will the world look like when algorithms control our hospitals, our roads, our culture, and our national security? What happens to businesses when we automate judgment and eliminate human instinct? And what role will be left for doctors, lawyers, writers, truck drivers, and many others? Who knows—maybe there’s a bot learning to do your job this minute. |
| marketing the core roger kerin: 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-- |
| marketing the core roger kerin: Essentials of Marketing Research Joseph F. Hair, 2007-07-02 Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects. |
| marketing the core roger kerin: The Skeptic's Guide to Sports Science Nicholas Tiller, 2020-03-27 The global health and fitness industry is worth an estimated $4 trillion. We spend $90 billion each year on health club memberships and $100 billion each year on dietary supplements. In such an industrial climate, lax regulations on the products we are sold (supplements, fad-diets, training programs, gadgets, and garments) result in marketing campaigns underpinned by strong claims and weak evidence. Moreover, our critical faculties are ill-suited to a culture characterized by fake news, social media, misinformation, and bad science. We have become walking, talking prey to 21st-Century Snake Oil salesmen. In The Skeptic’s Guide to Sports Science, Nicholas B. Tiller confronts the claims behind the products and the evidence behind the claims. The author discusses what might be wrong with the sales pitch, the glossy magazine advert, and the celebrity endorsements that our heuristically-wired brains find so innately attractive. Tiller also explores the appeal of the one quick fix, the fallacious arguments that are a mainstay of product advertising, and the critical steps we must take in retraining our minds to navigate the pitfalls of the modern consumerist culture. This informative and accessible volume pulls no punches in scrutinizing the plausibility of, and evidence for, the most popular sports products and practices on the market. Readers are encouraged to confront their conceptualizations of the industry and, by the book’s end, they will have acquired the skills necessary to independently judge the effectiveness of sports-related products. This treatise on the commercialization of science in sport and exercise is a must-read for exercisers, athletes, students, and practitioners who hope to retain their intellectual integrity in a lucrative health and fitness industry that is spiraling out-of-control. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: Big Picture Strategy Marta Dapena Baron, 2021-08-19 Develop winning brand strategies by focusing your team on the key strategic choices that drive organizational growth and learning. This book presents a system of six practical choices that articulate exactly how to launch and grow brands. Big Picture Strategy shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth. Strategist, consultant, and author Marta Dapena Barón describes the six key decisions facing organizations and teams today and how to develop a winning strategy by approaching these decisions systematically. The book includes discussions of: The critical choices that leaders must make to define a marketing strategy and to align their teams to be able to execute on it The four strategies companies use to launch and grow brands successfully How to use strategy-integrated metrics to promote continuous learning in organizations How to increase communications efficiency in commercial organizations through the use of a common vocabulary to frame customer-based issues Unlike many of its competitors, Big Picture Strategy does not pretend that your organization has unlimited resources or capacity to pursue every area of possible strategic advantage. Instead, the author lays out a systematic and integrated choice-based framework that will drive growth in your organization for years to come. |
| marketing the core roger kerin: Does Marketing Need Reform? Jagdish N Sheth, Rajendra S Sisodia, 2015-01-28 Many marketers fear that the field's time-worn principles are losing touch with today's realities. Does Marketing Need Reform? collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well. The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests. |
| marketing the core roger kerin: Global Marketing, Global Edition Warren J. Keegan, Mark C. Green, 2015-04-30 For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketing is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams–resulting in better performance in the course–and provides educators a dynamic set of tools for gauging individual and class progress. |
| marketing the core roger kerin: David Susskind Stephen Battaglio, 2010-10-12 A rich biography of one of the most important cultural figures of the ‘50s, ‘60s and ‘70s—maverick television producer and talk show host David Susskind A flamboyant impresario who began his career as an agent, David Susskind helped define a fledgling television industry. He was a provocateur who fought to bring high-toned literary works to TV. His series East Side/West Side and N.Y.P.D. broke the color barrier in casting and brought gritty, urban realism to prime time. He indulged his passion for issues and ideas with his long running discussion program, first called Open End and then The David Susskind Show, where guests could come from The White House one week and a whore house the next. The groundbreaking program made news year in and year out. His legendary live interview with Nikita Khrushchev at the height of the Cold War inflamed both the political and media establishments. Susskind was an enfant terrible whose life—both on and off the screen—makes fascinating reading. His rough edges, appetite for women, and scorn for the business side of his profession often left his own career hanging by a thread. Through extensive original reporting and deep access to David Susskind's personal papers, family members and former associates, Stephen Battaglio creates a vivid portrait of a go-go era in American media. David Susskind is as much a biography of an expansive and glamorous time in the television business as it is the life of one of its most colorful and important players. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: International Marketing Philip R. Cateora, 1990-01-01 |
| marketing the core roger kerin: The SAGE Handbook of Marketing Theory Pauline Maclaran, Michael Saren, Barbara Stern, Mark Tadajewski, 2009-12-04 Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, by drawing together the many disparate perspectives and presenting them in one volume. The contributors are all leading international scholars, chosen to represent the intellectual diversity within marketing theory. Divided into six parts, the Handbook covers the historical development of marketing theory; its philosophical underpinnings; major theoretical debates; the impact of theory on representations of the consumer; the impact of theory on representations of the marketing organisation and contemporary issues in marketing theory. |
| marketing the core roger kerin: New Perspectives Microsoft Office 365 & Excel 2016: Intermediate June Jamrich Parsons, Dan Oja, Patrick Carey, Carol DesJardins, 2016-01-15 Now readers can develop the Microsoft Excel 2016 skills needed to be successful in college or the business world beyond with the emphasis on critical-thinking, problem-solving, and in-depth coverage found in NEW PERSPECTIVES MICROSOFT OFFICE 365 & EXCEL 2016: INTERMEDIATE. Updated with all-new case scenarios, this complete book clearly applies the skills readers are learning to real-world situations, making the concepts even more relevant. All content and activities throughout NEW PERSPECTIVES MICROSOFT OFFICE 365 & EXCEL 2016: INTERMEDIATE help readers understand the importance of what they’re learning. This edition focuses on strengthening learning outcomes and transferring skills to other applications and disciplines for further success. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version. |
| marketing the core roger kerin: Marketing Dhruv Grewal, Michael Levy, 2009-01 Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: Marketing the Core Roger A Kerin, 2024 |
| marketing the core roger kerin: Entrepreneurial Small Business Jerry Katz, 2008-01-01 Entrepreneurial Small Business (ESB) provides students with a clear vision of small business as it really is today: Katz focuses on the distinctive nature of small businesses that students might actually start versus high growth firms. The goal of the companies described in this textbook is personal independence with financial security; not market dominance with extreme wealth. Traditional beliefs and models in small business are discussed, as well as the latest findings and best practices from academic and consulting arenas. Katz and Green recognize the distinction between entrepreneurs who aim to start the successor to Amazon.com or the pizza place around the corner. They discuss the challenges facing entrepreneurs, while keeping focused on the small businesses students plan to start. |
| marketing the core roger kerin: Framework for Marketing Management Kotler, 2007-09 |
| marketing the core roger kerin: Essentials of Contemporary Management Gareth R. Jones, Jennifer M. George, 2007 Jones and George are dedicated to the challenge of Making It Real for students. As a team, they are uniquely qualified to write about the organizational challenges facing today's managers. No other author team in the management discipline matches their combined research and text-writing experience. Essentials of Management concisely surveys current management theories and research. Through a variety of real world examples from small, medium, and large companies the reader learns how those ideas are used by practicing managers. The organization of this text follows the mainstream functional approach of planning, organizing, leading, and controlling; but the content is flexible and encourages instructors to use the organization they are most comfortable with. The themes of diversity, ethics, and information technology are clearly evident through in-text examples, photographs, unboxed stories, and the end-of-chapter material - all areas of importance that truly serve to bring to life the workplace realities that today's student will encounter in the course of a career. |
| marketing the core roger kerin: Marketing Performance Assessment Thomas V. Bonoma, Bruce H. Clark, 1988 |
| marketing the core roger kerin: Digital Marketing Annmarie Hanlon, 2022-02-12 An unbiased, balanced guide to all aspects of digital marketing planning and strategy, from social media, mobile and VR marketing to objectives, metrics and analytics. |
| marketing the core roger kerin: Marketing Management Philip Kotler, 2000 |
| marketing the core roger kerin: 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. |
| marketing the core roger kerin: The History of Marketing Thought Robert Bartels, 1988 |
| marketing the core roger kerin: Essentials of Business Communication Mary Ellen Guffey, 2004 This text-workbook is a streamlined, no-nonsense approach to business communication. It takes a three-in-one approach: (1) text, (2) practical workbook, and (3) self-teaching grammar/mechanics handbook. The chapters reinforce basic writing skills, then apply these skills to a variety of memos, letters, reports, and resumes. This new edition features increased coverage of contemporary business communication issues including oral communication, electronic forms of communication, diversity and ethics. |
| marketing the core roger kerin: International Business Charles W. L. Hill, 2005 'International Business' addresses the strategic, structural and functional implications of international business in firms around the world.--Source inconnue. |
| marketing the core roger kerin: Law, Business and Regulation Richard Hunter, Susan A. O'sullivan-gavin, 2017-08-03 Law, Business and Regulation: A Managerial Perspective examines the intersection, and impact, of the changing nature of business, challenges presented by increasing globalization, and the expanding impact of technology with a renewed emphasis on ethical decision making. These areas of study include constitutional law, international perspectives, contracts, business associations (partnerships, corporations and limited liability companies), antitrust law, employment law and discrimination, and intellectual property (patents, copyrights, trademarks and trade secrets). The authors have purposefully emphasized aspects of the legal environment of business that are especially relevant for future business managers. Law, Business and Regulation: A Managerial Perspective provides managers with a framework in which they will identify, consider, and then solve practical problems in a business environment in which legal and regulatory issues have attained prominence.Law, Business and Regulation: A Managerial Perspective presents readings, materials, and case decisions that provide a basis for understanding the unique legal vocabulary, and identifying and analyzing critical legal principles and concepts. The cases contained in this volume have been carefully selected and edited and contain questions designed to enable students to gain insights which reflect their importance in the development of the law as it relates to managerial functions. Law, Business and Regulation: A Managerial Perspective addresses selected traditional business law topics as well as those that are considered more broadly as the legal environment of business. In addition, topical ethical considerations related to the chapter materials are included. These considerations are designed to sharpen our students' appreciation for the role that ethics will play in the decision making process. |
| marketing the core roger kerin: Products Liability Richard J. Hunter, Jr., John H. Shannon, Henry J. Amoroso, 2012-08 Products Liability - A Managerial Approach is a specially created text and case book meant for the advanced undergraduate student of business and for the MBA student involved in any way in the business of creating, selling, or financing products or in managing these activities. The authors have developed a unique text that combines knowledge gained from many functional areas of business—most notably marketing, management, finance, and business law—and places this knowledge in the context of modern products liability law and theory. The chapters are arranged so that the student will think about products liability from both a theoretical and practical basis. Coverage begins with a discussion of the nature of product defects in the manufacturing, design and marketing of products. The discussion then moves to negligence, breach of warranty, fraud, and the core theories of liability, all leading to the creation of a modern theory of products liability, strict liability in tort. It then concludes by discussing the scope of liability in product cases, defenses available in product cases, and theories of damages in product cases. As a tool for managers, the text contains appendices with practical information, clear examples, and major traditional cases explaining and expanding upon the text materials. The authors have provided relevant case questions, as well as problems that will help the students process the materials in a straightforward manner. While the text contains traditional legal analysis (cases), it is meant to be a practical guide for students of business who are charged with managerial decision-making in fields that include pharmaceuticals, marketing and sales, management, finance and hospital administration. |
| marketing the core roger kerin: EBOOK: Marketing: The Core KERIN, 2017-01-26 EBOOK: Marketing: The Core |
| marketing the core roger kerin: Marketing: The Core Roger Kerin, William Rudelius, Erin Steffes, Steven Hartley, 2012-10-22 Marketing: The Core 5e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty – from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilises a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below: High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques. Personalised Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs – through cases, exercises, and testimonials – that allows students to personalise 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 - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements. |
| marketing the core roger kerin: Marketing for Entrepreneurs Frederick G. Crane, 2021-08-29 Marketing for Entrepreneurs provides students with practical insights, strategies, and tips on how to apply marketing concepts to increase the chances of new venture success. Author Frederick G. Crane focuses on how readers can use marketing to find the right opportunity, develop valuable new products and services, and create memorable brands. He walks students through teach phase of the marketing process. Packed with help tips and profiles of successful entrepreneurs, this practical text includes the tools readers need to launch and sustain successful ventures. The new Third Edition includes a new chapter on social media marketing, new examples and profiles, and new coverage of timely topics such as user experience research, data analytics, MVPs, surge pricing, and just-in-time inventory. |
| marketing the core roger kerin: Marketing Core Roger A. Kerin, 2007 |
| marketing the core roger kerin: Social Media Strategy Keith A. Quesenberry, 2024-02-12 The fourth edition of Social Media Strategy is an essential step-by-step blueprint for innovating change, supporting traditional marketing, advertising, and PR efforts, and leveraging consumer influence in the digital world. With a completely integrated marketing, advertising, and public relations framework, Keith Quesenberry’s up-to-date textbook goes beyond tips and tricks to systematically explore the unique qualities, challenges, and opportunities of social media. Students learn core principles and proven processes to build unique social media plans that integrate paid, earned, shared, and owned media based on business objectives, target audiences, big ideas, and social media categories. This classroom- and industry-proven text has been updated with a new infographics and concise reading sections with frequent tables, checklists, and templates. New and updated case studies in each chapter engage students in contemporary examples from small businesses, large corporations, and non-profit organizations. Focusing on cross-disciplinary strategic planning, content creation, and reporting, this accessible and highly practical text is an essential guide for students and professionals alike. Features: Each chapter includes a preview, chapter objectives, case studies, pull quotes, video links, bulleted lists, infographics, tables, and templates. Chapters end with a chapter checklist, key terms and definitions, and Experiential Learning sections with questions, exercises, and Discover and Explore activities. Keywords are bolded and defined in the text, at the end of each chapter, and in a comprehensive glossary. Template worksheets for key strategy components with business context examples. New to the Fourth Edition: Fully redesigned, robust graphics engage students visually. New figures include average online advertising costs, uses of AI in social media, and the latest generative AI integrations by company and platform. Fact sheets for each social media platform provide essential data for easy reference. Data includes daily and monthly user activity, main user demographics, advertising CPC and CPM, and content insights. Recurring College Cupcakes business example allows students to follow a strategic process in context. Appendix with a list of practical resources to keep students current in the world of social media, recommended professional certifications, personal branding, and a section on the negative effects of social media on mental health and society. Instructor Support Materials: https://textbooks.rowman.com/quesenberry4e Test banks Template worksheets Case Briefs Sample syllabi PowerPoint slides Student Flashcards Find additional templates and social media strategy updates on the author’s blog: https://www.postcontrolmarketing.com |
| marketing the core roger kerin: Sustainable Marketing Robert Dahlstrom, Jody Crosno, 2024-01-22 Formerly published by Chicago Business Press, now published by Sage Sustainable Marketing, Third Edition presents a sustainable marketing perspective that addresses financial and social performance as well as ecological performance, in consideration of the impact upon the environment in which markets operate. Authors Robert Dahlstrom and Jody L. Crosno incorporate state-of-the-art examples of business practice while delivering on a theoretically-based and managerially-relevant approach to sustainable marketing. |
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