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Marketing | 
 enlarge | Authors: Roger Kerin, Steven Hartley, William Rudelius
Publisher: McGraw-Hill/Irwin
Category: Book
Buy New: $119.98
New (40) Used (75) from $119.89
Rating:  5 reviews
Sales Rank: 882
Media: Hardcover
Edition: 9
Pages: 784
Number Of Items: 1
Shipping Weight (lbs): 4.1
Dimensions (in): 11 x 8.6 x 1.4
ISBN: 0073404721
Dewey Decimal Number: 658.8
EAN: 9780073404721
ASIN: 0073404721
Publication Date: March 20, 2008
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
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Product Description
Marketing, 9/e by Kerin, Hartley and 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 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. .
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| Customer Reviews:
 Excellent October 5, 2008
S. Badia (Richardson, Tx)
0 out of 1 found this review helpful
Product delivered on time and in Superb Condition. Though used - it felt it was brand new..
 The Intended Audience... September 30, 2008
Lance Jepsen (Clovis, CA United States)
1 out of 2 found this review helpful
I didn't really think this book revealed anything that was a surprise for someone at the intermediate marketing level. For example, the idea that if you give a product a bad name it will not sell is sort of like....no duh George! It did give some good advice on how to name products. For example, keep it short and simple and try to come up with something that is easy to memorize. Like Coke, 4 letters, or Pepsi, 5 letters. Creating a single syllable name is usually better than creating a name that is 2 syllables or more.
Take for example YouTube. Now instead of using "you", let's say that YouTube made the mistake that most newbie marketers make by trying to make their business or service sound bigger than it actually is. They could have used "universal" as in UniversalTube. Here you have a 4 syllable word that just doesn't sound as good as the short and simple "you". Would YouTube have grown to a billion dollar company if it was originally called UniversalTube? Marketing statistics say probably not.
This reminds me of another point which is to try and always use the word "you" in your sales copy instead of the word "us" or "we".
This book is great as an introduction to marketing, a kind of survey of what marketing is and what it is not. As far as practical, step by step application of the principles discussed within this book, I think it falls short. However, I don't think that was the original intention of the publisher. I think this book is aimed at college students and is meant more as a survey of the topic of marketing and not so much something that you would take and immediately use for your own business (i.e. most college students haven't even held a steady job for long let alone own their own business so it makes sense).
The book is a bit pricey but overall it is a good introduction to marketing.
From the author of Internet Marketing-Profits That Lie Hidden In Your Website: How To Triple Your Web Sales In 25 Days
This is a class textbook, and I just started September 21, 2008
L. I. Grenier (Rochester, NH)
0 out of 2 found this review helpful
I just started this class, so far the text looks fine. If I was through
the book I could see why, I'd get an e-mail to reveiw it. First Chapter seems O.K.
Delivered Very Fast! September 15, 2008
K. Malott
0 out of 1 found this review helpful
Product arrived within a few days and was just as described. I was very pleased with the prompt arrival and the excellent condition of the book. Just what I needed for my marketing class at a price $60 lower than the campus bookstore!
It could change your life! September 12, 2008
Eugene Morisani (KC, MO)
1 out of 1 found this review helpful
Wow, after reading this gem you will learn things like if you pick a bad name for a product - it won't sell!
Shocking secrets of marketing revealed in this tome!
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