Marketing 11th Edition by Roger Kerin, Hartley and Rudelius

Marketing 11th Edition by Roger Kerin, Steven Hartley and William Rudelius 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 author team is committed to building on past experiences as authors, continuing their leadership role in bringing new topics and perspectives to the classroom, and focusing on pedagogical innovation that truly responds to new teaching and learning styles. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program.

This book utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies.

Netflix’s changing business models are now presented in a Marketing Matters box in Chapter 2. In addition, updated examples of the application of the Boston Consulting Group model to four strategic business units at Kodak are included in the section on business portfolio analysis. Chapter 2 also has an updated introduction to the Using Marketing Dashboards box. The many new location-aware services and applications that are part of the GPS revolution are described in the opening example of Chapter 3.

Recent trends related to authenticity, sustainability, shift to a service economy, mobile marketing, customer generated content, and regulation related to privacy and customer engagements have been added. Discussions of multicultural advertising, cloud computing, wireless power transmission, software pricing, and the Internet Tax Freedom Act are also included.

The three concepts of social responsibility presented in Chapter 4 now include a discussion of the balance between people, planet, and profits—the triple bottom line. In addition, the discussion of consumer ethics includes “greenwashing,” or the confusion caused by some environmental claims. New examples such as the global ethics program at UPS are also included.

The Chapter 5 discussion of alternative evaluation is now based on information about smart phones such as Apple, BlackBerry, and Palm. Other new examples include Hershey’s Extra Dark Chocolate advertising, which links the product to improved blood pressure; Unilever’s advertising, which features an endorsement from cardiologists to reduce perceived risk; and Oscar Mayer’s efforts to change attitudes toward its beef bologna product.

The description of JCPenney’s paper procurement process has been expanded addition to price, quality, capacity, and other traditional factors. Chapter 6 also includes new coverage of Starbucks' sustainable procurement program, which rewards its coffee bean suppliers for ecologically sound growing practices and invests in the farming communities where the coffee is produced.

Book Details

Hardcover: 800 pages
Publisher: McGraw-Hill/Irwin; 11 edition (February 10, 2012)
Language: English
ISBN-10: 0078028892
ISBN-13: 978-0078028892

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Posted in: Marketing