Loose Leaf for Marketing 16th Edition by Roger Kerin, Steven Hartley, William Rudelius ISBN 1264218753 978-1264218752

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ISBN 10:  1264218753
ISBN 13: 978-1264218752
Author:  Roger Kerin, Steven Hartley, William Rudelius 

Engagement. Leadership. Innovation. This market-leader remains the most rigorous, business-oriented title on the market! Translated into 10+ languages and supported by an extensive instructor resources package, Kerin 16e is up-to-date with additional emphases on social media, marketing metrics, financial aspects of marketing, and decision-making. Additionally, there is expanded coverage on social responsibility and sustainability topics such as privacy, social entrepreneurship, diversity, equity, inclusion, and environmental impact. The 16e continues its real-world focus with “Marketing Matters,” “Making Responsible Decisions,” “Insights about me,” “Applying Marketing Metrics,” “Integration of the Customer Journey” and “Building your Marketing Plan” features throughout.

Key marketplace changes related to the pandemic such as curbside pick-up, touchless payment, and delivery have been incorporated. Also featured is the growing trend toward purpose-driven brands through companies such as Bombas and Chipotle, as well as discussion of the many applications and implications of new and emerging technologies. All these examples come to life through our integrated technology of Connect. Connect features new video cases, application-based activities, and marketing analytics exercises among several others! Keep your course current by subscribing to the Kerin & Hartley Marketing blog (https://kerinmarketing.com ), which brings current marketing issues to your class, complete with discussion questions.

Loose Leaf for Marketing 16th Table of contents:

Part 1: Introduction to Marketing

1. Marketing in a Changing World

   • What is Marketing?
   • The Marketing Concept and Value
   • Marketing Strategies and Planning

2. Marketing Ethics and Social Responsibility

   • Ethical Issues in Marketing
   • Corporate Social Responsibility (CSR)
   • Marketing and Society

Part 2: Analyzing Marketing Opportunities

3. Analyzing the Marketing Environment

   • The Marketing Environment: Forces and Factors
   • Consumer Behavior
   • Competitive Forces and Market Analysis

4. Marketing Research

   • The Role of Marketing Research
   • Data Collection Methods
   • Interpreting Marketing Research Results

5. Understanding Consumer and Business Markets

   • Consumer Behavior and Decision Making
   • The Business-to-Business (B2B) Market
   • Market Segmentation and Targeting

Part 3: Developing Marketing Strategies and Plans

6. Segmentation, Targeting, and Positioning

   • Market Segmentation Strategies
   • Targeting the Right Markets
   • Positioning the Brand

7. Product Decisions

   • Product Strategies and Innovation
   • Product Life Cycle
   • Branding and Packaging

8. Pricing Decisions

   • Pricing Strategies and Objectives
   • Setting the Right Price
   • Price Adjustments and Discounts

Part 4: Delivering Value

9. Marketing Channels

   • Distribution Strategies
   • Retailing and Wholesaling
   • Channel Design and Management

10. Integrated Marketing Communications

    • The Communication Process
    • Advertising and Public Relations
    • Digital Marketing and Social Media

Part 5: Managing Marketing Programs

11. Personal Selling and Sales Management

    • The Role of Personal Selling
    • Sales Strategies and Techniques
    • Sales Force Management

12. Direct and Online Marketing

    • Direct Marketing and E-commerce
    • Digital Advertising and Social Media Marketing
    • Mobile and Online Marketing Trends

Part 6: Marketing in the Global Marketplace

13. Global Marketing
    • Global Marketing Strategies
    • Cultural Sensitivity and Adaptation
    • International Market Entry Strategies

Part 7: The Future of Marketing

14. The Role of Technology in Marketing
    • Marketing and Technological Advances
    • Artificial Intelligence and Data Analytics
    • The Future of Marketing Careers

Conclusion: Ethical and Social Responsibility in Marketing

• Reflecting on the Role of Marketing in Society

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