Roger A. Kerin and Steven W. Hartley's Marketing introduces the discipline as a sequence of strategic decisions. The sixteenth International Student Edition connects buyer behavior, segmentation, targeting, positioning, and the marketing mix with digital channels, performance measurement, ethics, and global perspectives for introductory undergraduate and graduate business students.
Digital ebook. No physical book.
Marketing decisions begin with understanding customers and selecting the markets a business will serve. This text examines consumer and organizational buying behavior, market opportunities, segmentation, and positioning before considering product, price, distribution, and communication choices. Company examples and case studies show how these decisions relate to one another.
Digital and social media topics sit alongside the foundational marketing mix, with attention to content, search, online analytics, and data ethics. Measures such as customer lifetime value and conversion rates introduce evaluation of marketing activity. Learning objectives, summaries, key terms, discussion questions, and application exercises structure study. The sixteenth International Student Edition supports introductory marketing courses and readers reviewing the discipline's core planning framework.
A study companion to Kerin and Hartley's sixteenth edition that follows marketing as a chain of linked choices—customer value, buyer behavior, research, segmentation and positioning, the marketing mix, and measurement—so readers can see how each decision supports or undermines the next.
The guide organizes the text around the decisions a marketing plan requires. It opens with customer value, organizational strategy, and the ethical limits on claims and practices. Buyer behavior follows, separating consumer journeys from the multi-person organizational purchase. Research and segmentation then narrow the field to a target and a defensible position. Product, service, brand, and price decisions are treated together as the value the buyer receives, before channels and communications make that value accessible and understandable. The final theme turns objectives into actions, measures, and a review process that distinguishes weak reach from weak conversion.
Strategy defines who an offering serves, what advantage it promises, and how the organization sustains the exchange.
Purchase decisions differ by stakes, information sources, social influence, and the number of people involved.
Research should reduce a specific uncertainty, and segmentation should produce a target the firm can serve.
Product, service, brand, and price shape the experience a buyer expects and the economics the firm can sustain.
Channels and messages work when a buyer can act on the promise without friction across touchpoints.
A plan becomes testable when actions carry owners, timetables, measures, and conditions for review.
Undergraduate and graduate business students, instructors, and readers reviewing core marketing planning.
Edition, audience, and study-guide details at a glance.
Roger A. Kerin and Steven W. Hartley's Marketing introduces the discipline as a sequence of strategic decisions. The sixteenth International Student Edition connects buyer behavior, segmentation, targeting, positioning, and the marketing mix with digital channels, performance measurement, ethics, and global perspectives for introductory undergraduate and graduate business students.
This listing is for the 16th edition. Check the title, ISBN, and book details above before ordering, especially if your course or reading list names a specific edition.
Undergraduate and graduate business students, instructors, and readers reviewing core marketing planning.
Yes. This page includes an original study guide with six thematic sections, key takeaways, and a chapter and section map for structured reading.
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