9780324582031

Contemporary Marketing

by ;
  • ISBN13:

    9780324582031

  • ISBN10:

    032458203X

  • Edition: 14th
  • Format: Hardcover
  • Copyright: 2/9/2009
  • Publisher: Cengage Learning
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Summary

Over the years, Boone and Kurtz's CONTEMPORARY MARKETING has proven to be the premier teaching and learning solution for principles of marketing courses. With each groundbreaking new edition, this bestseller only grows stronger, building on past milestones with exciting new innovations. The all-new Fourteenth Edition continues the Boone and Kurtz tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.

Table of Contents

Designing Customer-Oriented Marketing Strategies
Marketing: The Art and Science of Satisfying Customers
Strategic Planning in Contemporary Marketing
The Marketing Environment, Ethics, and Social Responsibility
E-Business: Managing the Customer Experience
Understanding Buyers And Markets
Consumer Behavior
Business-to-Business (B2B) Marketing
Global Marketing
Target Market Selection
Marketing Research and Sales Forecasting
Market Segmentation, Targeting, and Positioning
Relationship Marketing and Customer Relationship Management (CRM)
Product Decisions
Product and Service Strategies
Developing and Managing Brand and Product Categories
Distribution Decisions
Marketing Channels and Supply Chain Management
Retailers, Wholesalers, and Direct Marketers
Promotional Decisions
Integrated Marketing Communications
Advertising and Public Relations
Personal Selling and Sales Promotion
Pricing Decisions
Pricing Concepts
Pricing Strategies
Your Career in Marketing
Developing an Effective Marketing Plan
Financial Analysis in Marketing
Table of Contents provided by Publisher. All Rights Reserved.

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