02365nam a2200253 a 4500 TVCDKTCT14592 Thư viện trường Cao đẳng Kỹ thuật Cao Thắng 20140613000000 140613 Thư viện Trường CĐ Kỹ Thuật Cao Thắng RG_1 #1 eb0 i1 978-0073381060 vie 658.8 / M100R-r Rudelius William Marketing: The Core / Rudelius William, Kerin Roger A, Hartley Steven W NewYork : McGraw -Hill , 2008 512tr. 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 21 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 that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a “baby Kerin”; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors. Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, financial aspects of marketing, and marketing research. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science. --This text refers to an alternate Paperback edition. Maketting Kerin Roger A Hartley Steven W