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Marketing: The Core 5th Edition

4.1 out of 5 stars 43 customer reviews
ISBN-13: 978-0078028922
ISBN-10: 0078028922
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Editorial Reviews

About the Author

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.

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.

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.
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Product Details

  • Series: Marketing: The Coure 5/e
  • Paperback: 560 pages
  • Publisher: McGraw-Hill Education; 5 edition (October 22, 2012)
  • Language: English
  • ISBN-10: 0078028922
  • ISBN-13: 978-0078028922
  • Product Dimensions: 8.7 x 0.9 x 10.9 inches
  • Shipping Weight: 2.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (43 customer reviews)
  • Amazon Best Sellers Rank: #40,665 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
great book for the class, great examples and easy to read and stay interested. if i could make money in marketing when i graduated i would major in marketing because of this book and how it makes you excited about business and the American dream.
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Format: Kindle Edition Verified Purchase
While the book is great, the limitation of 2 devices can be a challenge for a working adult. I will review notes on my iphone, read on an ipad, and highlight and take notes in class on my personal computer or work computer. Most licenses allow up to 6 devices. If 2 is set arbitrarily, it would be very helpful to students to raise it.

Once a publication has been downloaded to a device, the device must be completely deregistered with Amazon Kindle in order to qualify to download it to another device. If it were as simple as removing and re-adding it to the app's downloaded devices on occasion, this would not be nearly as big of a deal.
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Format: Paperback Verified Purchase
I had to have this book for a marketing class and actually want to keep it after the class is over! Not always do you find a good college level book that explains topics as simply as this. If you are wanting really in-depth marketing tips this might not be the best book for you, but for someone that is starting in marketing and likes explanations or examples this is wonderfully written.
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Format: Paperback Verified Purchase
Yes, the book was great value for its money saving me more than half the money my college were charging for used or rented. You could tell the book was used, but can't complain for the value for one semester.
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Format: Paperback Verified Purchase
This is a very beneficial textbook for an introductory marketing class. It explains topics very thoroughly and uses up to date, relevant business examples to help students better understand the concepts. It also helps students understand how to write a marketing plan which I found to be very useful.
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Format: Paperback Verified Purchase
One of the best textbooks I've read. It's actually interesting and applies alot of current, relevant knowledge that helps you understand the concepts. Alot of pictures and diagrams and each chapter is color coded. Very nice book and very easy subject
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Format: Paperback Verified Purchase
OMG! I am freakin out because as I turned to read chapter 15, all of the pages were ripped off and only page 361 appeared with Chapter 16 next. I have homework due today and a quiz and I might fail the quiz because I am unable to access chapter 15. I am so upset that this happened to me.
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Format: Kindle Edition Verified Purchase
I loved this book. However, I was having problems getting connected with McGraw and for some reason I was on different website work assignment different from the one I was supposed to be on. It was great!
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