Marketing - Roger Kerin, Steven Hartley, William Rudelius - Google Books
Libro Marketing Kerin Hartley Rudelius PDF Free
Are you looking for a comprehensive and engaging textbook on marketing that covers both traditional and contemporary topics? Do you want to learn from experts who have extensive experience in teaching and researching marketing? Do you want to get access to a wealth of online resources and tools that will enhance your learning experience? If you answered yes to any of these questions, then you might be interested in Marketing, a popular book by Roger Kerin, Steven Hartley and William Rudelius. In this article, we will tell you what this book is about, who are the authors behind it, why it is widely used by students and instructors around the world, and how you can get it for free in PDF format.
libro marketing kerin hartley rudelius pdf free
The Authors of the Book
The book is written by three distinguished professors of marketing who have combined their academic expertise and practical experience to create a cutting-edge text that reflects the latest developments in the field. Let's take a closer look at each author.
Roger Kerin is a Professor Emeritus at Southern Methodist University's Cox School of Business. He holds a Ph.D. in Marketing from Northwestern University's Kellogg School of Management. He has taught marketing courses at various levels for over 40 years. He has also served as a consultant to several prominent companies such as AT&T, IBM, GE and PepsiCo. He has published over 100 articles in leading marketing journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of Business Research. He has received several awards for his teaching and research excellence such as the American Marketing Association's Award for Innovative Excellence in Marketing Education, the Academy of Marketing Science's Outstanding Marketing Educator Award and the Churchill Award for Lifetime Achievement in Marketing Research. 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). He also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy.
Steven Hartley is a Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a Ph.D. in Marketing from the University of Minnesota. He has taught marketing courses at undergraduate, graduate and executive levels for over 30 years. He has also worked as a marketing researcher and consultant for several organizations such as the U.S. Department of Agriculture, the Federal Trade Commission, the National Institute of Standards and Technology and the American Marketing Association. He has published over 50 articles in reputable marketing journals such as Journal of Marketing, Journal of Consumer Research, Journal of Retailing and Journal of Public Policy & Marketing. He has received several awards for his teaching and research excellence such as the Daniels College of Business Faculty Excellence Award, the University of Denver Scholar-Teacher of the Year Award and the Academy of Marketing Science's Distinguished Teaching Award. He is a co-author with Roger Kerin of Marketing, 16th ed. (McGraw Hill, 2023) and Marketing: The Core 10th ed (McGraw Hill, 2024).
William Rudelius is a Professor Emeritus at the University of Minnesota's Carlson School of Management. He holds a Ph.D. in Marketing from Harvard University. He has taught marketing courses at various levels for over 45 years. He has also served as a marketing executive and consultant for several corporations such as General Mills, Pillsbury, Land O'Lakes and Cargill. He has published over 60 articles in prestigious marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research and Journal of Advertising Research. He has received several awards for his teaching and research excellence such as the American Marketing Association's McGraw-Hill/Irwin Distinguished Marketing Educator Award, the Carlson School of Management's Outstanding Teacher Award and the Academy of Marketing Science's Harold H. Maynard Award for Significant Contributions to Marketing Theory and Thought. He is a co-author with Roger Kerin and Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023).
The Content of the Book
The book is designed to provide a comprehensive and up-to-date coverage of marketing concepts, theories, strategies and practices that are relevant for today's dynamic and competitive business environment. The book is divided into six parts, each consisting of several chapters that explore different aspects of marketing. Here is an overview of the structure of the book.
The Structure of the Book
IInitiating the Marketing Process1-5The role and scope of marketing; creating customer value; developing successful marketing strategies; scanning the marketing environment; ethical and social responsibility in marketing.
IIUnderstanding Buyers and Markets6-10The consumer decision process; understanding organizations as customers; reaching global markets; segmenting, targeting and positioning markets; developing new products and services.
IIITargeting Marketing Opportunities11-15Managing products, services and brands; managing pricing decisions; managing marketing channels and supply chains; retailing and wholesaling; integrated marketing communications.
IVSatisfying Marketing Opportunities16-20Promoting products: advertising, sales promotion and public relations; promoting products: personal selling and sales management; implementing interactive and multichannel marketing; online marketing.
Gauging Marketplace Performance
The book also provides a comprehensive and practical guide to measuring and evaluating marketing performance and outcomes. The book covers various topics related to marketing metrics and analytics such as:
The Importance of Marketing Metrics and Analytics
The book explains why marketing metrics and analytics are essential for marketers to demonstrate their value, justify their decisions, optimize their strategies, and improve their results. The book also discusses the challenges and opportunities of measuring marketing in the digital age, where data is abundant but not always reliable or relevant.
The Types of Marketing Metrics and Analytics
The book introduces a framework for classifying marketing metrics and analytics into four categories: descriptive, diagnostic, predictive, and prescriptive. The book defines each category and provides examples of metrics and analytics that belong to each one. The book also shows how to use different types of metrics and analytics for different purposes and audiences.
The Sources of Marketing Metrics and Analytics
The book reviews the various sources of data that marketers can use to generate metrics and analytics. The book covers both internal and external sources, such as sales data, customer data, web analytics, social media analytics, competitive intelligence, market research, and industry reports. The book also provides tips on how to collect, clean, integrate, and manage data from different sources.
The Tools of Marketing Metrics and Analytics
The book presents the various tools and techniques that marketers can use to analyze data and generate insights. The book covers both qualitative and quantitative methods, such as surveys, interviews, focus groups, observation, experiments, regression analysis, cluster analysis, factor analysis, conjoint analysis, decision trees, neural networks, and machine learning. The book also provides examples of how to use these tools and techniques in different marketing scenarios.
The Applications of Marketing Metrics and Analytics
The book demonstrates how to apply metrics and analytics to various marketing domains and functions, such as product development, pricing, distribution, promotion, customer relationship management, customer lifetime value, customer satisfaction, customer loyalty, brand equity, market share, return on marketing investment, and marketing attribution. The book also provides case studies of how leading companies use metrics and analytics to drive marketing performance.
How to Get the Book for Free
If you are interested in getting this book for free in PDF format, you have two options: the legal way or the illegal way. Let's compare them.
The Legal Way
The legal way to get this book for free is to visit the official website of the publisher: https://www.mheducation.com/highered/product/marketing-kerin-hartley-rudelius/M9781260261547.html. There you can either purchase or rent the e-book version of the book for a reasonable price. You can also access a free trial of the e-book for 14 days. By choosing this option, you will get a high-quality PDF file that is compatible with any device. You will also support the authors and the publisher who have invested a lot of time and effort to create this valuable resource for you.
The Illegal Way
The illegal way to get this book for free is to search for pirated copies of the book on unauthorized websites or sources. You might be tempted by this option because it seems easy and convenient. However, you should be aware of the risks and consequences of doing so. First of all, you might download a corrupted or incomplete file that will not work properly or will damage your device. Second of all, you might expose your device to viruses or malware that will compromise your security and privacy. Third of all, you might violate the intellectual property rights of the authors and the publisher who own the copyright of the book. This could result in legal actions or penalties against you.
In conclusion, Marketing by Roger Kerin, Steven Hartley and William Rudelius is a comprehensive and engaging textbook on marketing that covers both traditional and contemporary topics. The book is written by three distinguished professors of marketing who have extensive experience in teaching and researching marketing. The book is designed to meet the needs of a wide spectrum of students, instructors and professionals who want to learn and apply marketing concepts, theories, strategies and practices. The book also provides a comprehensive and practical guide to measuring and evaluating marketing performance and outcomes using metrics and analytics. The book is available in both e-book and hard copy formats from the official website of the publisher. We recommend that you get the book legally and ethically from the publisher rather than downloading pirated copies from unauthorized sources. We hope that you found this article useful and informative. If you have any feedback or questions, please feel free to share them with us.
Q: How can I access the online resources and tools that come with the book?
A: You can access the online resources and tools that come with the book by registering on the publisher's website using the access code that comes with your purchase or rental of the book.
Q: How can I get in touch with the authors of the book?
A: You can get in touch with the authors of the book by sending them an email using their contact information that is provided at the end of the book.
Q: How can I cite this book in my academic work?
A: You can cite this book in your academic work using the following format:
Kerin, R., Hartley, S., & Rudelius, W. (2023). Marketing (16th ed.). McGraw Hill.
Q: How can I get more information about marketing topics?
A: You can get more information about marketing topics by visiting the following websites:
https://www.ama.org/ (American Marketing Association)
Q: How can I improve my marketing skills?
A: You can improve your marketing skills by taking online courses, reading books and blogs, watching videos and podcasts, attending webinars and events, joining online communities and networks, and practicing what you learn.