Contemporary Marketing 2011

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

• ISBN13: 9780538746892
• ISBN10: 0538746890
• Edition: 1st
• Format: Paperback
• Copyright: 2010-01-01
• Publisher: South-Western College Pub

Summary

CONTEMPORARY MARKETING, 2011 Edition, includes everything you need to know to begin a successful marketing career, as well as information and insights to help you understand your own professional endeavors as an ongoing marketing adventure. This groundbreaking bestseller includes all components of the marketing mix, along with a wide variety of uniquely compelling and thought-provoking ideas and concepts. CONTEMPORARY MARKETING continues to offer a trusted, thorough guide to fundamental marketing principles, now extensively updated with the newest trends and research in this dynamic discipline.

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.