Marketing: Books and eBooks

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.

Introduces and examines the key issues, methods, models and debates that define the field of marketing today.

Data Driven Marketing examines various aspects of marketingusing data including brief comparison of historical marketingpractices and prevalent marketing practices. It starts with overviewof importance of data driven marketing approaches and usageof analytics in marketing. It includes measurement of brandassets and marketing decisions. Provides the reader with insightsinto the development of data driven marketing strategies, so asto make marketing process efficient and understand the gaps.