"Marketing: The Core", ISBN 9781260711455, is a popular textbook on marketing by Kerin, Hartley, and Rudelius. The authors maintain its position as a leading market resource. It offers contemporary and cutting-edge content in a conversational and student-oriented style. Supported by an extensive and innovative supplement package, this text caters to diverse faculty needs. Whether a professor seeks a solid textbook with essential supplements or a fully integrated multimedia program, Marketing: The Core is designed to meet those requirements. The authors have crafted a unique and effective pedagogical approach, drawing from their collective experiences in classrooms, colleges, and universities. This approach serves as the foundation for each edition, adapting to changes in student learning styles, the evolution of the marketing discipline, and advancements in instructional technologies. The distinctive features of this approach are outlined below.
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Engaging Pedagogical Approach:
The authors employ a high engagement style characterized by an easy-to-read, interactive writing style that actively involves students in the learning process. This approach not only makes the material accessible but also enhances the overall learning experience. Through integrating their extensive classroom, college, and university experiences, the authors have developed a pedagogical approach that evolves to meet changes in student learning styles, the growth of the marketing discipline, and advancements in instructional technologies.
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Personalized Marketing:
A notable aspect of the textbook is its focus on personalized marketing. Through vivid descriptions of businesses, marketing professionals, and entrepreneurs via cases, exercises, and testimonials, students are encouraged to connect with the subject personally. This personalized approach makes the content relatable and helps students identify potential career interests within the marketing realm.
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Marketing Decision Making:
The textbook emphasizes marketing decision-making by utilizing extended examples, cases, and videos that depict real people facing and resolving marketing challenges. This practical application of concepts gives students a deeper understanding of how marketing principles are implemented in real-world scenarios, bridging the gap between theory and practice.
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Integrated Technology:
"Marketing: The Core" distinguishes itself by incorporating powerful technical resources and learning solutions. Technology integration enhances the learning experience, ensuring that students are exposed to the latest tools and methodologies used in the marketing industry.
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Comprehensive Coverage:
One of the strengths of the textbook lies in its balanced coverage of traditional and contemporary marketing concepts. The text equips students with a well-rounded understanding of marketing principles by providing a comprehensive overview of the discipline. This approach ensures that students are prepared to navigate the evolving landscape of the marketing field.
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Rigorous Framework:
The authors have established a rigorous framework for the textbook, incorporating Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements. This framework facilitates a structured and organized learning experience, aiding students and instructors in effectively achieving educational objectives.
Author Biographies:
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Roger A. Kerin: A Scholarly Leader in Marketing Education
Roger A. Kerin serves as the distinguished Harold C. Simmons Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University, located in Dallas, Texas. He obtained his B.A. (with honors), M.B.A., and Ph.D. from the University of Minnesota. Professor Kerin's expertise encompasses teaching and researching various aspects of marketing, including planning and strategy, product management, financial aspects, and marketing research.
Actively participating in executive development programs, he also engages as a consultant in the domains of marketing planning and strategy. With a rich publication history, Professor Kerin has authored numerous texts and articles on marketing. Beyond academia, he contributes to the scholarly community by serving on editorial review boards for various journals. He holds a membership on the Board of Governors of the Academy of Marketing Science.
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William Rudelius: Global Marketing Education
William Rudelius is a respected figure in marketing education, currently holding the Endowed Chair in Global Marketing at the Graduate School of Business, University of St. Thomas, Minnesota. His academic journey includes studying Mechanical Engineering at the University of Wisconsin (B.S.), Marketing at the University of Pennsylvania's Wharton School (M.B.A.), and earning a Ph.D. in Applied Economics. Professor Rudelius has left an indelible mark on the field as a co-author of marketing textbooks and contributor to leading academic journals. Beyond the classroom, his influence extends across Europe, and he actively participates on the boards of various business and not-for-profit organizations.
- Steven W. Hartley: Shaping the Future of Marketing
Steven W. Hartley holds the position of Marketing Professor at the Daniels College of Business, University of Denver. He holds a Bachelor of Mechanical Engineering, M.B.A., and Ph.D. degrees from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado and the University of Minnesota and in several executive development programs.
His teaching interests include marketing principles, marketing research, and marketing planning. Dr. Hartley's studies have been featured in numerous top marketing journals, and he actively advises various well-known U.S. companies. He is active in many professional organizations, including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.
"Marketing: The Core" is a resource for anyone learning how marketing has changed. The authors collaborate. They mix top academics, valuable insights, and a global view. This mix makes their work valuable. It is an excellent tool for students, teachers, and professionals in the field.
Conclusion:
"Marketing: The Core" by Kerin, Hartley, and Rudelius delivers a modern and engaging learning experience for students studying marketing. Through its unique pedagogical approach, personalized marketing focus, practical decision-making examples, integration of technology, and comprehensive coverage, the textbook proves to be a valuable resource for educators and students in the dynamic marketing field.
Reference
- Parenthetical (Marketing: The Core, n.d.)
FAQs
- How does "Marketing: The Core" help different learning styles?
The textbook acknowledges diverse learning preferences by incorporating a variety of teaching tools. It uses case studies for analytical minds. And visual aids for visual learners. This ensures the material resonates with many students.
- Are there industry examples that bring real-world relevance to the concepts discussed in the book?
"Marketing: The Core" enriches its content with relevant industry examples. They help readers connect theory with real scenarios. This approach bridges the gap between academia and real-world marketing practices.
- Does the textbook address the challenges of the digital marketing era?
Yes, the authors recognize the transformative impact of digital marketing. "Marketing: The Core" provides insights into navigating digital complexity. It is an invaluable resource for those seeking to understand and succeed in the digital age.
- How does "Marketing: The Core" encourage critical thinking in its readers?
The textbook goes beyond rote learning. It fosters critical thinking with thought-provoking exercises and discussions. It challenges readers to analyze marketing concepts from many views. This cultivates a deeper understanding of the subject.
- Can we use the textbook beyond the classroom setting?
Indeed, academics and practitioners can use "Marketing: The Core" for its intended purpose. Its practical focus makes it valuable for professionals. They seek to improve their marketing skills. Its relevance goes beyond traditional schools.
