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.

Whether exploring brand strategy, customer relationships, market research, or digital tools, the book presents a holistic view of marketing in today’s fast-evolving business landscape. With an accessible and conversational tone, it fosters student engagement and critical thinking. Integrated tools like Connect and SmartBook, as well as digital updates via kerinmarketing.com, ensure the content remains relevant and actionable for today’s marketing students and instructors alike.

What You Will Discover in the Book?

In Marketing, 14th Edition, readers will:

Understand key marketing principles, from segmentation and positioning to product development and pricing.
Analyze real-world marketing decisions made by brands, entrepreneurs, and marketing professionals.
Learn how marketing adapts to changing technologies, customer behaviors, and global markets.
Explore career pathways and roles in marketing through testimonials and case-driven insights.
Gain hands-on experience with active learning features, videos, exercises, and digital tools that reinforce core concepts.

Why Should You Read This Book?

If you’re a student, educator, or aspiring marketer seeking a well-rounded, engaging, and practical understanding of marketing, this book is a must-read. It bridges the gap between academic theory and the realities of business, making complex ideas accessible and applicable. The book’s structured approach helps learners develop analytical thinking, improve problem-solving skills, and prepare for careers in marketing, advertising, brand management, and more. With constant updates and interactive tools, it delivers a learning experience aligned with modern marketing challenges.

About the Authors:

Roger Kerin is a renowned professor of marketing at the Cox School of Business, Southern Methodist University. His expertise in marketing education spans decades, and his research has appeared in top journals. Steven Hartley, professor at the University of Denver’s Daniels College of Business, is known for his engaging teaching and contributions to marketing pedagogy. Together, they bring academic rigor and real-world relevance to one of the most widely used marketing textbooks in higher education.