Marketing: The Core, 9th Edition
- Length: 624 pages
- Edition: 9
- Language: English
- Publisher: McGraw-Hill Education
- Publication Date: 2021-02-01
- ISBN-10: 1260729184
- ISBN-13: 9781260729184
- Sales Rank: #15987 (See Top 100 Books)
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.
Cover page Half_title copyright From the Authors PREFACE Engagement Leadership Innovation connect Asset Alignment with Bloom's Taxonomy New And Revised Content Instructor Resources Acknowledgments Brief Contents Detailed Contents Marketing: The Core Bombas Is Solving Social Problems with Great Socks and Great Marketing! 2 Developing Successful Organizational and Marketing Strategies 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility 4 Understanding Consumer Behavior 5 Understanding Organizations as Customers 6 Understanding and Reaching Global Consumers and Markets 7 Marketing Research: From Customer Insights to Actions 8 Market Segmentation, Targeting, and Positioning 9 Developing New Products and Services 10 Managing Successful Products, Services, and Brands 11 Pricing Products and Services 12 Managing Marketing Channels and Supply Chains 13 Retailing and Wholesaling 14 Implementing Interactive and Multichannel Marketing 15 Integrated Marketing Communications and Direct Marketing 16 Advertising, Sales Promotion, and Public Relations 17 Using Social Media and Mobile Marketing to Connect with Consumers 18 Personal Selling and Sales Management Appendix B Planning a Career in Marketing Glossary Name Index Company/Product Index Subject Index
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