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Marketing (Mcgraw Hill/Irwin Series in Marketing) Hardcover – October, 2005

ISBN-13: 978-0072828801 ISBN-10: 0072828803 Edition: 8th

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Marketing
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Product Details

  • Series: Mcgraw Hill/Irwin Series in Marketing
  • Hardcover: 733 pages
  • Publisher: Mcgraw-Hill College; 8th edition (October 2005)
  • Language: English
  • ISBN-10: 0072828803
  • ISBN-13: 978-0072828801
  • Product Dimensions: 10.9 x 8.4 x 1 inches
  • Shipping Weight: 3.4 pounds
  • Average Customer Review: 3.6 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #2,151,660 in Books (See Top 100 in Books)

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. --This text refers to an alternate Hardcover edition.

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Customer Reviews

3.6 out of 5 stars

Most Helpful Customer Reviews

9 of 10 people found the following review helpful By A discerning reader on October 8, 2004
Format: 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.
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3 of 3 people found the following review helpful By K.N Minnesota. on August 23, 2004
Format: Paperback Verified Purchase
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.
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1 of 1 people found the following review helpful By Diane M. Brown on December 6, 2008
Format: Hardcover
I haven't received the book yet. It was ordered about a month ago. I'm in week two of the MBA class six week course and hope it will arrive soon.
ps I had to click on a star to submit this review, even thought it does not earn a star rating at this time.
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1 of 1 people found the following review helpful By Mountainquiet on January 18, 2008
Format: Hardcover
This book is good at presenting how to put together a marketing plan. I just wish it was not so wordy in some parts, but the information is helpful.
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