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Contemporary Marketing 15E has proven to be the premier teaching and learning solution for principles of marketing courses. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Fifteenth Edition continues the 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.
"Best text on the market."- Daniel W. Biddlecom, Erie Community College North
"I think they [the video cases] are great especially for the online students as it gives them a visual and questions to answer and submit for grades. The videos are also great for classroom discussions."- Charlane Held, Onondaga Community College
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|
|Business-to-Business (B2B) Marketing|
|Target Market selection|
|Marketing Research and Sales Forecasting|
|Marketing Segmentation, Targeting, and Positioning|
|Relationship Marketing and Customer Relationship Management (CRM)|
|Product and Service Strategies|
|Developing and Managing Brand and Product Categories|
|Marketing Channels and Supply Chain Management|
|Retailers, Wholesalers, and Direct Marketers|
|Integrated Marketing Communications|
|Advertising and Public Relations|
|Personal Selling and Sales Promotion|
|Your Career in Marketing|
|Developing an Effective Marketing Plan|
|Financial Analysis in Marketing|
|Name & Company Index|
|Table of Contents provided by Publisher. All Rights Reserved.|