MARKETING: THE CORE, 3/e by Kerin, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 9/e, but in a shorter, more accessible package. The Core distills Marketing's 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package, while students will appreciate the easy-to-read paperback format that's equally kind to both the eyes and the pocketbook. The Core combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors.

1) EXPERIENCE

• Experienced Author Team - This author team is extremely experienced in both teaching and research. Roger Kerin, Steve Hartley, and Bill Rudelius have 112 years of combined teaching experience, and 83 years of combined textbook authoring experience!
• The Video Package – The 3rd edition has the best video package the book has enjoyed to date. The videos are very clean and focused on companies such as Best Buy, Starbury Shoes, and BP.
• AACSB & Bloom’s Taxonomy - Chapter learning objectives that are tied to AACSB guidelines are now noted in the margins. The test bank chapters link Bloom’s Taxonomy to sections and learning objectives from the book.
• Involvement in Supplements - The authors are very involved in the planning and development of the supplements, which results in the very best supplements package on the market.

2) LEADERSHIP

• Market Leading Franchise - The Kerin franchise is the clear market leader in principles of marketing. Strong author team behind all content and highly involved in the supplement package.
• New Themes - integrated throughout the text are:
• Dashboards/Marketing Metrics – This is the hottest topic in marketing. Marketing Metrics is the means by which marketers measure the effectiveness of marketing activities. T new box in 3/e, Using Marketing Dashboards, emphasizes the importance of marketing dashboards and marketing metrics.
• Customer Experience Management – Another hot topic. “CEM is the process of strategically managing a customer’s entire experience with a product of company.” Think Disney – except in all sorts of businesses (Best Buy, etc.). Greater emphasis is placed on customer experience management throughout the book – ex: many of the cases, Marketing Matters boxes, and book content show corporations focusing on the customers and their entire experience.
• Marketplace Diversity – Careful attention is given to ethnic diversity in the marketplace and understanding the consumer in global markets. Several new cases and examples feature minority men and women, as well as companies (Starbury Shoes) whose mission is to develop products and services for diverse market segments.

3) INNOVATION

• Visually Enhanced Test Bank - Test bank includes visuals from the text- charts, graphs, etc - that are followed by questions.
• iPod Content - The 3rd edition is the first to include the multimedia addition of student iPod content. With pre- and post-tests, narrated PowerPoint slides, and case videos, students can be sure to study on the go with their mp3 player.
• Instructor Survival Kit- This boxed kit contains product props for use in the classroom to illustrate marketing concepts and encourage student participation and collaboration.
• Cutting-edge coverage of up-to-date marketing issues.