Marketing: The Core
Book Summary:
This textbook provides a foundational understanding of marketing principles. It begins with an overview of essential marketing concepts such as market segmentation, targeting, and positioning. The book delves into consumer behavior, exploring the psychological and social factors that influence purchasing decisions. It covers marketing research methods and their application in decision-making. Key topics include product life cycles, pricing strategies, distribution channels, and promotional tactics. The text also addresses the role of digital marketing and social media, ethical considerations, and global marketing strategies. This edition integrates theory with practical insights, making it a valuable resource for both students and professionals.
ISBN’s: 9781259030703, 9781259269264, 9781259107108
Authors:
Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements, Harvey Skolnick, Arsenio Bonifacio
