active learning

Marketing by Roger Kerin – Real People, Real Decisions, Real Success

Summary of the Book:

Marketing, 14th Edition by Roger Kerin and Steven Hartley is a comprehensive and dynamic textbook that equips students with the core principles and real-world application of marketing. Built on decades of classroom experience and grounded in both academic theory and business practice, this edition offers a fresh, interactive, and student-focused learning experience. It emphasizes decision-making in real-life contexts, using vivid examples, compelling case studies, and multimedia tools to immerse learners in the marketing world.