Marketing: the core . /
Roger A. Kerin, Stephen W. Hartley, William Rudelius
- 5th ed.
- New York: McGraw-Hill/ Irwin, 2013.
- xlvii, 507 p. : ill. ; 28 cm.
Includes index.
Content: New coverage of customer value proposition and new examples, including Facebook and trader Joe's. -- New coverage of social entrepreneurship, marketing dashboards, and a new case on IBM smarter planet strategy -- Integration of content on the marketing environment, ethical behavior, and social responsibility and a new video case on Toyota's green car initiatives -- New examples of consumer behavior concepts -- Updated coverage of supplier diversity and new video case -- New material on Dell's global growth, world trade flows, and cultural influence on advertising -- New coverage of marketing metrics for social media and the explosion of internet data mining -- New market-product grid example, and new product differentiation, cannibalization, and competition discussions -- New examples of product failures, new marketing matters box, new test market discussion -- Updated examples and new Mary Kay video case -- New coverage of Vizo's value prizing, Amazon's penetration prizing, and a new dashboard -- New examples of exclusive distribution and disintermediation -- Introduction of location services, green retailing, shopper marketing, and integration of wholesaling -- Introduction of the "twitterverse," updated coverage of mobile marketing, new material on :do not track" legislation, and a new video case on mountain dew -- New advertising and sales promotion examples and content -- New chapter on social media marketing! Chapter 16 addresses the incredible growth and impact of social media on the marketing discipline -- New chapter opening example and updated description of salesperson time allocations -- Updated examples and descriptions of the interactive marketing environment.