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Marketing: The Core
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About the Author
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.
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Product details
Series: Marketing: The Coure 5/e
Paperback: 560 pages
Publisher: McGraw-Hill Education; 5 edition (October 22, 2012)
Language: English
ISBN-10: 0078028922
ISBN-13: 978-0078028922
Product Dimensions:
8.7 x 0.9 x 10.9 inches
Shipping Weight: 2.4 pounds
Average Customer Review:
4.1 out of 5 stars
177 customer reviews
Amazon Best Sellers Rank:
#328,289 in Books (See Top 100 in Books)
This book proved to be a good read! I had to purchase it for a marketing class and thought it might end up being a boring read; however, it kept me engaged throughout the whole semester. It has all of the necessary information about the marketing process and all of the important concepts that individuals need to know.If you are interested in learning more about marketing or your wondering whether it will enhance your business, I recommend purchasing this book, as it will provide you with the necessary information.
This book is an outline of the basics of marketing processes. Explaining details about the work that lead people to prepare and market well, there is a lot of additional information in other places, but this has been the core of marketing for me. Now I need an updated version with more online use information added.
I dreaded reading this book every week. I felt that the author could have easily reduced the number of pages in each chapter by about a 1/2, while still adequately covering everything. This resulted in a great deal of repetition. Despite the length, the author did a poor job of explaining some concepts (not enough explanation), and many of the graphs, charts, and diagrams were poorly explained. For some odd reason, the author includes QR codes on some of the pages so that you can view some outdated videos. Problem is, many of the links were no longer available.The Connect that comes with this book is only useful if you either need it for class, or like to study the vocabulary and concepts through flashcards (called Learnsmart). Otherwise, don't buy the book with Connect.
Let me start by saying that I really enjoyed the brief stories that they had on the many different companies that the discussed. This book was a good easy read and kept me pretty engaged. Being that this was a marketing book, you can totally expect to have all sorts of eye candy all over the place. My brain was on a high throughout the whole book. I really enjoyed this book, and it helped me to get through my class with an A!
I had to have this book for a marketing class and actually want to keep it after the class is over! Not always do you find a good college level book that explains topics as simply as this. If you are wanting really in-depth marketing tips this might not be the best book for you, but for someone that is starting in marketing and likes explanations or examples this is wonderfully written.
I ordered this version of the book because it stated it came with the McGraw Hill Connect and it does not. There were much cheaper versions, this is a waste of money and I still have to purchase the online connect access code.
What I like best about this book is its explanation of successess and failures in real life examples of business marketing. For instance, I had no idea that Reeses Pieces were new at the time the ET film came out and ET was used to promote the product.Still it reads like a textbook so it's very dry. LOTS of vocabulary. Bland.For a textbook it's not bad, but I'm sure there are FAR more interesting books on marketing history out there.
great book for the class, great examples and easy to read and stay interested. if i could make money in marketing when i graduated i would major in marketing because of this book and how it makes you excited about business and the American dream.
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