Marketing: The Core

New chapter-opening vignettes: The popular chapter-opening vignettes return with new content that provides a glimpse into real marketing situations, with advice from senior business professionals in Canada. The discussions centre on many exciting growing organizations including Durrell Communications and Blue Sea Foundation, as well as many other stellar brands and companies.

New Marketing Matters and Making Responsible Decisions boxes: Rebranded from the Marketing NewsFlash and Focus on Ethics boxes, these popular features return with new and updated content, meticulously researched to provide perspective on the latest marketing approaches. Examples are the resilience of the Canadian consumer, Benefit Corporations, Salesforce's corporate social responsibility, and Indigo.

New Marketing YOU end-of-chapter features make the connection between the steps marketing managers go through to launch a new product or service and the way that students will launch themselves into the world of work. These career-readiness activities aim to help students understand the value they bring and how to market themselves as they begin their meaningful career journey.

New Running Case. Available in Connect, a new continuous case featuring Flow, a cutting-edge Blockchain Technology company, allows students to apply concepts from each chapter in a way that facilitates making important links between concepts.

Updated sections on forecasting, budgeting, financial analysis, and profit-and-loss statements: Marketers are involved in forecasting and budgeting, and use financial analyses and profit-and-loss statements to evaluate programs and brand success. These areas are enhanced in the seventh Canadian edition through discussions in the pricing chapter (Chapter 9) and the strategic planning chapter (Chapter 15).

Updated marketing plan appendix: A marketing plan example and template has been built into the text. This hypothetical plan was developed in collaboration with Andre Samuels and Cory Snyder of SeeWhy Learning to ensure that it reflects current marketing planning approaches in their industry.

Enhanced magazine-style format. The popular magazine-style format returns with its fresh visual appeal, direct writing style, and active-learning techniques that challenge students to understand and enjoy learning about marketing. Many features are included to enhance learning.

Concise Coverage. Kerin Marketing: The Core provides readers with a concise presentation of marketing fundamentals that reflects current marketing practices in Canada.

Chapter features and outlines. Each chapter opens with these elements to highlight newsy features within the chapter and create a path that guides readers through the chapter and its content.

Current and Relevant Examples. Marketing is an ever-changing discipline, where new trends can quickly become old and where technological changes quickly render products and marketing approaches obsolete. Kerin includes the most current Canadian examples that students will recognize and may have purchased as consumers.

Active Learning approach. Marketing: The Core includes pedagogical elements throughout the text and online to enhance student learning, including Connect technology, chapter outline and features that start each chapter with a splash page highlighting newsy features within the chapter, as well as creating a path to guide students through the chapter and its content, Infographics, chapter opening vignettes, Marketing NewsFlash boxes, Focus on Ethics boxes, and end-of-chapter applications.

Infographics are used to draw attention to metrics that relate to a topic within the chapter and to help students become familiar with this visual approach to presenting marketing information.

Sections on metrics, analytics, and big data. Marketing requires students to understand the metrics and analytics used by the industry. Sections in the text explain this topic and discuss the issues surrounding big data.

Connect. McGraw-Hill Connect is a highly reliable, easy-to-use homework and learning management solution that utilizes learning science and award-winning adaptive tools to improve student results. With Connect's ReadAnywhere app, students can study on the go - including reading and listening using the audio functionality - without any need for internet access. Using Connect, instructors can take advantage of McGraw-Hill's trusted content to seamlessly deliver assignments, quizzes and tests online.