Roger A. Kerin Bücher

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

The study guide, written by Bill Carner (University of Texas- Austin), includes key concepts, chapter quizzes, and chapter summaries.

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This edition employs a unique pedagogical approach that has evolved to meet changes in student learning preferences, the marketing discipline, and instructional technologies. Its high-engagement style features an easy-to-read, conversational tone that promotes active learning. The rigorous framework includes Learning Objectives, Reviews, and exercises, along with guidelines for building marketing plans and various case studies. Coverage spans both traditional and contemporary marketing concepts, supported by relevant examples. Integrated technology resources, such as Connect and LearnSmart with SmartBook, enhance the learning experience. The text emphasizes marketing decision-making through extended examples and videos of real-world scenarios. It also provides vivid descriptions of diverse businesses and professionals, allowing students to personalize their learning and explore career interests. Additionally, the content can be integrated with online course management systems like Blackboard and Moodle. The aim is to create an exceptional experience for both students and instructors, underpinned by a thorough assessment process that prioritizes engagement, leadership, and innovation in marketing education.