Marketing, 8e by Kerin, Hartley, Berkowitz, and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. This edition is available in both print version and interactive /online version via PowerText, an integrated learning experience that combines the traditional content of a textbook with the media-rich environment of the Internet and both versions are supported by a dramatically expanded and improved multimedia teaching package.