Marketing ISE

Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career. Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science. Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s degree in mechanical engineering, an M.B.A., and a Ph.D. 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, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.

Part 1: Initiating the Marketing Process
Chapter 1: Creating Customer Relationships and Value through Marketing 
Chapter 2: Developing Successful Organizational and Marketing Strategies 
Appendix A: Building an Effective Marketing Plan 
Chapter 3: Scanning the Marketing Environment 
Chapter 4: Ethical and Social Responsibility for Sustainable Marketing

Part 2: Understanding Buyers and Markets
Chapter 5: Understanding Consumer Behavior 
Chapter 6: Understanding Organizations as Customers 
Chapter 7: Understanding and Reaching Global Consumers and Markets
 
Part 3: Targeting Marketing Opportunities
Chapter 8: Marketing Research: From Customer Insights to Actions 
Chapter 9: Market Segmentation, Targeting, and Positioning 

Part 4: Satisfying Marketing Opportunities
Chapter 10: Developing New Products and Services 
Chapter 11: Managing Successful Products, Services, and Brands 
Chapter 12: Services Marketing 
Chapter 13: Building the Price Foundation 
Chapter 14: Arriving at the Final Price 
Appendix B: Financial Aspects of Marketing 
Chapter 15: Managing Marketing Channels and Supply Chains 
Chapter 16: Retailing and Wholesaling 
Chapter 17: Implementing Interactive and Multichannel Marketing 
Chapter 18: Integrated Marketing Communications and Direct Marketing 
Chapter 19: Advertising, Sales Promotion, and Public Relations 
Chapter 20: Using Social Media and Mobile Marketing to Connect with Consumers 
Chapter 21: Personal Selling and Sales Management 
Chapter 22: Pulling It All Together: The Strategic Marketing Process

Part 5: Appendices
Appendix C: Planning a Career in Marketing 
Appendix D: Alternate Cases, available in Connect at www.connect.mheducation.com