MARKETING

Dive into the world of marketing with insights on creating value and customer relationships. Authored by Roger A. Kerin and Steven W. Hartley, this eBook navigates through key strategies and organizational tactics essential for today’s marketers. It covers a broad spectrum of marketing areas including consumer behavior, global market reach, and interactive marketing channels.

What You'll Learn

• Building effective customer relationships and value
• Developing successful marketing and organizational strategies
• Scanning and analyzing the marketing environment
• Implementing ethical and sustainable marketing practices
• Conducting marketing research and applying insights to actions

Who This Book Is For

This book is designed for business students, marketing professionals, and anyone interested in enhancing their marketing knowledge. It assumes a basic understanding of business principles, making it suitable for intermediate learners.

What You Need to Know First

A foundational grasp of business and marketing concepts is beneficial. Familiarity with basic consumer behavior and marketing principles will help you maximize the insights provided.

Why This Book

Unlike other marketing texts, this book integrates practical strategies with theoretical frameworks, offering a comprehensive view of both global and digital marketing landscapes.

What's Inside

This 835-page edition, published by McGraw Hill LLC, spans 22 chapters. Roger A. Kerin and Steven W. Hartley guide you through essential marketing concepts, supported by real-world examples and case studies.