Marketing (Irwin Series in Marketing) [Hardcover]

Roger A. Kerin (Author), Steven W. Hartley (Author), William Rudelius (Author), Eric N. Berkowitz (Editor)

Book Description

Publication Date: June 1997 | ISBN-10: 0256189684 | ISBN-13: 978-0256189681 | Edition: 5

This book continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty, whether the professor just wants a good textbook and a few key supplements or needs a top-notch fully integrated multimedia program.

--This text refers to an out of print or unavailable edition of this title.

Editorial Reviews

About the Author

Frederick G. Crane is an Executive Professor at the College of Business at Northeastern University; Editor of the Journal of the Academy of Business Education; and Senior Fellow at the Institute for Enterprise Growth. He is a former full professor at Dalhousie University; a full professor at the University of New Hampshire; a professor in the EMBA program at Saint Mary's University; and the founding Editor of the Journal of Promotion Management. He is also the former President of QMA Consulting Group Ltd., a multi-million dollar management and marketing consulting firm. Dr. Crane has completed over 300 consulting assignments in more than three-dozen countries for Fortune 500 and Canadian 500 firms as well as high-growth venture start-ups. He has also developed and delivered more than 100 executive education, corporate training, and management development programs. Dr. Crane has authored more then 70 referred publications and 10 textbooks and serves as an editorial board member for Services Marketing Quarterly, Health Marketing Quarterly, and Journal of Hospital Marketing.

Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of 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 Bachelor of Mechanical Engineering, M.B.A., and Ph.D. degrees 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.

William Rudelius holds the Endowed Chair in Global Marketing at the Graduate School of Business of the University of St. Thomas in Minnesota. He holds a B.S. degree in Mechanical Engineering from the University of Wisconsin and an M.B.A. in Marketing and Ph.D. in Applied Economics from the Wharton School of the University of Pennsylvania. Professor Rudelius has co-authored other marketing textbooks. His articles have appeared in leading academic journals. During the past ten years, he has taught extensively in Europe; he serves on the board of directors for several business and not-for-profit organizations.

Product Details

• Hardcover: 736 pages
• Publisher: Richard D Irwin; 5 edition (June 1997)
• Language: English
• ISBN-10: 0256189684
• ISBN-13: 978-0256189681
• Product Dimensions: 11 x 8.7 x 1.4 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 3.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #7,319,603 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 10 people found the following review helpful:

2.0 out of 5 stars Marketing Fluff!, October 8, 2004

By 

A discerning reader (California) - See all my reviews

This review is from: Marketing with Student CD-ROM and PowerWeb (Hardcover)

It's pretty and colorful and has more sidebars than text. It starts with a ten page "why this book is great" embedded review and continues making it pretty throughout the book.

But there is no content. The basic form of the book is to define a few terms, define a chart, have some barely related case study, go to the next chapter. It's an easy book to teach from, but a horrible book to learn from. For example, it brings up the four P's (Place, Promotion, Price, Product) with a paragraph or two for each. It completely misses the idea that place might have changed from this new Internet thing. Another book might mention how a major online retailer might immediately give you 25% ACD (All Commodity Distribution %) or discuss the importance of WalMart and mass retailers. This book just blithy continues on, secure in the knowledge that you know the definition for the test.

The whole book is written as if you purchased a set of flashcards.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Study guide 7th ed for Marketing 7th ed Authors: Kerin, etc, August 23, 2004

By 

K. Nguyen "KNguyen" (Twin Cities, MN USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Study Guide to accompany Marketing (Paperback)

This is a MUST book to have to assist you with studying and mastering your marketing still while getting an "A" for this course. I took this marketing class and all the test questions were on the tests that I could not even believe it. Besides that, I used this book if I dont have time to read all the chapters again before the tests.

This book is optional but you will find how valuable it is for studying for your tests.

3.0 out of 5 stars marketing...ughhh, January 11, 2011

By 

Frank - See all my reviews

Amazon Verified Purchase

This review is from: Marketing (Paperback)

Hey, a book about selling stuff. I wonder how many buzz words it has.... SPOILER: this book has thousands of silly words in it for common sense things. But that's marketing. Common sense. This book does a decent job teaching it, but is very, very, drawn out.