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Roger A. Kerin
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Marketing - Standalone book 13th Edition

by Roger Kerin (Author), Steven Hartley (Author)
4.3 4.3 out of 5 stars 244 ratings
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ISE Marketing
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Purchase options and add-ons

Kerin/Hartley's Marketing 13th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.

Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make this 13th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.

Kerin/Hartley's Marketing is also available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:

• SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
• Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises that challenge students to apply concepts and examine how firms analyze, create, deliver, communicate, and capture value. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
• Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.
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Previous page
  1. ISBN-10
    1259573540
  2. ISBN-13
    978-1259573545
  3. Edition
    13th
  4. Publisher
    McGraw Hill
  5. Publication date
    February 12, 2016
  6. Language
    English
  7. Dimensions
    9 x 1.2 x 10.2 inches
  8. Print length
    768 pages
  9. See all details
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Editorial Reviews

About the Author

Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelor’s degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.

Roger A. Kerin is the Harold C. Simmons Emeritus Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University. Professor Kerin received a BA (magna cum laude), MBA and Ph.D. at the University of Minnesota. He is the co-author of Strategic Marketing Problems: Cases and Comments, 13th ed. which also has Portuguese, Chinese, and Spanish editions, and Contemporary Perspectives on Strategic Market Planning. He is a co-author with Steven Hartley of Marketing, 16th ed. (McGraw Hill, 2023), which has been translated into 11 languages, and Marketing: The Core 10th ed (McGraw Hill, 2024). Professor Kerin also co-edited Marketing Decision Making: New Perspectives and Practices and the Encyclopedia of Marketing Strategy. He has authored over 70 scholarly articles appearing in the Journal of Marketing, Journal of Marketing Research, Management Science, Journal of Consumer Psychology, Journal of Retailing, Strategic Management Journal, and Decision Sciences as well as numerous book chapters and conference papers. He is a former editor of the Journal of Marketing and has served on a dozen journal editorial review boards over his career.


Professor Kerin has engaged in consulting, executive development, and litigation support work in the area of marketing planning and strategy for numerous Fortune 1000 companies. Professor Kerin has served on the American Marketing Association Board of Directors, American Marketing Association Foundation Board of Advisors, and the Board of Governors of the Academy of Marketing Science.

Product details

  • Publisher ‏ : ‎ McGraw Hill; 13th edition (February 12, 2016)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 768 pages
  • ISBN-10 ‏ : ‎ 1259573540
  • ISBN-13 ‏ : ‎ 978-1259573545
  • Item Weight ‏ : ‎ 3.66 pounds
  • Dimensions ‏ : ‎ 9 x 1.2 x 10.2 inches
  • Customer Reviews:
    4.3 4.3 out of 5 stars 244 ratings

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Roger A. Kerin

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Customer reviews

4.3 out of 5 stars
4.3 out of 5
244 global ratings
Sent Wrong Edition, Missed Return Window
1 Star
Sent Wrong Edition, Missed Return Window
Realized too little too late. For future buyers, make sure it is the proper edition, I was not on top of it myself so let my loss be a lesson to you. Double check and make sure you get the correct edition. Do not pay $70+ for a $12 book. College is already expensive enough without people scamming you, so just be aware they are out there.
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Top reviews from the United States

DD
5.0 out of 5 stars Rental. Excellent price.
Reviewed in the United States on October 6, 2018
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Rented this book for a family member. Much better and less expensive than buying outright. Am encouraging all family members who need textbooks to try rentals instead of buying.
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Daisha
5.0 out of 5 stars Good for price.
Reviewed in the United States on January 2, 2020
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This way cheaper than any bookstore offering the book. Got me through my semester with ease.
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Sameh
4.0 out of 5 stars Good condition
Reviewed in the United States on February 17, 2019
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Good condition
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Karen Johnson
5.0 out of 5 stars Mgt 103
Reviewed in the United States on March 2, 2020
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I used it for my MGT 103 class at UCSD.
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Amazon Customer
5.0 out of 5 stars Good read
Reviewed in the United States on January 2, 2021
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Good book-I liked it
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Elaine
3.0 out of 5 stars Out of Date Case Studies and Company References
Reviewed in the United States on January 20, 2018
Verified Purchase
The digital version was great to navigate and easy to use. I could easily jump from page to page. It also synced with between two devices to keep me on the same page in both places (iPad and iPhone). That was neat. I was able to take my textbook with me to China and to Ohio on my iPad instead of a 4 pound large textbook that would be quite awkward to manhandle on an airplane.

Three stars because the case studies are either out of date or irrelevant. Mary Kay pulled out of India years ago. X-1 Audio is no longer in business. The guitar manufacturer's video is dated 2008. These are just three examples of out of date case studies. NOT impressed, especially since this is billed as fully revised and updated edition.

The stats (sales numbers, graphs and such) that referred to industry sales, rankings and such don't give dates. Some of the text is obviously written in 2015 as it referenced company plans future plans for that year. This edition was published Feb 2016.

Authors/Publishers: FAIL. Try again and update your charts, stats and case studies. NOT IMPRESSED.
2 people found this helpful
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Joy Hingston
5.0 out of 5 stars Strategic marketing tool
Reviewed in the United States on January 15, 2020
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Loved this book. Really helped explain all the concepts.
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DevinTheDude
1.0 out of 5 stars Sent Wrong Edition, Missed Return Window
Reviewed in the United States on December 6, 2018
Verified Purchase
Realized too little too late. For future buyers, make sure it is the proper edition, I was not on top of it myself so let my loss be a lesson to you. Double check and make sure you get the correct edition. Do not pay $70+ for a $12 book. College is already expensive enough without people scamming you, so just be aware they are out there.
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DevinTheDude
1.0 out of 5 stars Sent Wrong Edition, Missed Return Window
Reviewed in the United States on December 6, 2018
Realized too little too late. For future buyers, make sure it is the proper edition, I was not on top of it myself so let my loss be a lesson to you. Double check and make sure you get the correct edition. Do not pay $70+ for a $12 book. College is already expensive enough without people scamming you, so just be aware they are out there.
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2 people found this helpful
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Lizza Penagar
5.0 out of 5 stars Buen articulo
Reviewed in Mexico on September 15, 2023
Verified Purchase
Buen libro y de utilidad en carrera de mercadotecnia.
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Antonio Lázaro Morales
5.0 out of 5 stars Imprescindible
Reviewed in Spain on March 7, 2019
Verified Purchase
Junto con el libro Fundamentos de Marketing de Kotler, es de lo mejor para adentrarse en el emocionante mundo del marketing. Bien estructurado, páginas a color, ameno de leer, resumen, relación de cuestiones y casos al final de capítulo para reforzar conocimientos, abundantes esquemas, etc.
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Tona Oviedo
5.0 out of 5 stars Gran libro
Reviewed in Mexico on July 31, 2023
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Excelente promoción
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Kadizz Stalo
4.0 out of 5 stars El libro estaba en buen estado. Solo con unos pocos detalles en las esquinas
Reviewed in Mexico on August 22, 2023
Verified Purchase
Muy buen precio y el libro está en buen estado.
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Aleks Towers
5.0 out of 5 stars Justo el que necesitaba
Reviewed in Mexico on June 7, 2020
Verified Purchase
Lo pedí para la escuela ya que no lo hace en ninguna librería, me sirvió mucho
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