Marketing: The Core

Grab your competitive edge with Marketing: The Core by Roger A. Kerin and Steven Hartley — a concise, authoritative guide that distills essential marketing principles into clear, actionable lessons.

This book brings marketing fundamentals to life with practical frameworks covering segmentation, targeting and positioning, the marketing mix (product, price, place, promotion), branding, consumer behavior, market research, and modern digital strategies. Chapters are written for clarity and impact: real-world examples, crisp visuals, and summary tools make complex ideas easy to apply whether you’re studying for exams or shaping strategy in the workplace.

Ideal for undergraduate students, early-career marketers, and business professionals, the text emphasizes measurable outcomes and ethical, customer-centric approaches. You’ll find guidance on building marketing plans, using data to drive decisions, and adapting tactics for online channels — all presented in a way that’s relevant across regions from New York and London to Sydney and Toronto.

Why this edition stands out: it balances theory with practice, helping readers move from concepts to implementation quickly. Compact yet comprehensive, it’s perfect for classroom use, professional development, or as a handy desk reference for marketing teams.

Ready to sharpen your marketing skills and make smarter decisions? Add Marketing: The Core by Kerin and Hartley to your collection today and start turning marketing knowledge into measurable results.

Note: eBooks do not include supplementary materials such as CDs, access codes, etc.