Roger A. Kerin;Steven W. Hartley

About the Author

Roger A. Kerin and Steven W. Hartley are authors whose work explores the principles, practices, and evolving landscape of marketing. Drawing on clear explanations and practical insight, they connect foundational concepts with the strategic challenges faced by organizations in changing markets. Their writing is designed to inform students, professionals, and curious readers alike, offering an accessible framework for understanding how businesses create value, communicate with audiences, and compete effectively. Together, they contribute a thoughtful perspective to business education and applied marketing studies, making complex ideas approachable and relevant across a range of real-world contexts.