Contemporary Marketing

by Boone, Louis E.; Kurtz, David L.

• ISBN13: 9781111221782
• ISBN10: 1111221782
• Edition: 15th
• Format: Hardcover
• Copyright: 2011-01-01
• Publisher: South-Western College Pub

Summary

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

Consumer Behavior

Business-to-Business (B2B) Marketing

Global Marketing

Target Market selection

Marketing Research and Sales Forecasting

Marketing 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

Notes

Glossary

Name & Company Index

Subject Index

International Index

Table of Contents provided by Publisher. All Rights Reserved.