Contemporary Marketing 2009 Update

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

• ISBN13: 9780324580211
• ISBN10: 0324580215
• Edition: 13th
• Format: Paperback
• Copyright: 2008-01-04
• Publisher: South-Western College Pub

Summary

Products often begin their lives as something extraordinary; and as they grow, they continue to evolve. The most successful products in the marketplace are those with known strengths that have been branded and marketed to form a passionate emotional connection with loyal users and relationships with new users every step of the way. In CONTEMPORARY MARKETING 2009 UPDATE, you will find a text that includes everything you need to begin a marketing career, as well as concepts that will help you understand how to look at your own studies and your own career as a marketing adventure. All of the components of the marketing mix are included along with a great deal of other compelling and thought-provoking ideas and concepts. Since its first edition, CONTEMPORARY MARKETING has continued to showcase the foundations of marketing principles while featuring the newest trends and research in the discipline.

Table of Contents

Designing Customer-Oriented Marketing Strategies

Marketing: The Art and Science of Satisfying Customers

Strategic Planning and the Marketing Process

Creating an Effective Marketing Plan

The Marketing Environment, Ethics, and Social Responsibility

E-Business in Contemporary Marketing

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

Table of Contents provided by Publisher. All Rights Reserved.