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.

Table of Contents

Part One: Initiating the Marketing Process
Chapter 1 Creating Customer Relationships and Value through Marketing
Chapter 2 Developing Successful Marketing and Corporate Strategies
Appendix A Building an Effective Marketing Plan
Chapter 3 Scanning the Marketing Environment
Chapter 4 Ethics and Social Responsibility in Marketing

Part Two: Understanding Buyers and Markets
Chapter 5 Consumer Behavior
Chapter 6 Organizational Markets and Buyer Behavior
Chapter 7 Reaching Global Markets

Part Three: Targeting Marketing Opportunities
Chapter 8 Marketing Research: From Information to Action
Chapter 9 Identifying Market Segments and Targets

Part Four: Satisfying Marketing Opportunities
Chapter 10 Developing New Products and Services
Chapter 11 Managing Products, Services, and Brands
Chapter 12 Pricing Products and Services
Chapter 13 Managing Marketing Channels and Supply Chains
Chapter 14 Retailing and Wholesaling
Chapter 15 Retailing and Wholesaling
Chapter 16 Integrated Marketing Communications and Direct Marketing
Chapter 17 Personal Selling and Sales Management
Chapter 18 Implementing Interactive and Multichannel Marketing
Appendix B Planning a Career in Marketing