Contemporary Marketing

Häftad, Engelska, 2025

1 719 kr

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Enhance your introduction to marketing learning with Boone/Kurtz' best-selling CONTEMPORARY MARKETING, 20th Edition. The new chapter format and Assessment Checks ensure your effective understanding of the material. The inclusion of real-life company case studies, featuring Meta, Simon Property Group and Misfit Market, provide practical examples that deepen your understanding of marketing and demonstrate how concepts are applied in the real world. This fresh perspective helps you develop practical skills used by marketing professionals. Additionally, MindTap online learning provides access to assignments, case activities, practice quizzes and flashcards to reinforce your understanding. These resources support your course success to ensure you are well-prepared for a successful marketing career equipped with a solid foundation and a competitive edge.

Produktinformation

Utgivningsdatum2025-01-02
Mått210 x 25 x 271 mm
Vikt930 g
FormatHäftad
SpråkEngelska
Antal sidor432
Upplaga20
FörlagCengage Learning
ISBN9798214041100

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After a long and distinguished career, Dr. Louis E. "Gene" Boone passed away just before the publication of the 13th Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, the University of South Alabama and other schools in the U.S., Australia and Europe were fortunate to be influenced by Dr. Boone's insights. Many marketing instructors knew Dr. Boone through his prominent career and remember the numerous, significant contributions he made to business education. Dr. Boone served as a pioneer in the marketing discipline and was, arguably, the most creative business writer of his generation. Dr. David L. Kurtz has taught at a number of major U.S. and foreign universities and has co-authored best-selling books with Dr. Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese and Spanish. Dr. Kurtz has lectured extensively throughout North America, Europe, Asia and Australia. He attended Davis & Elkins College in Elkins, West Virginia, before entering the graduate business school at the University of Arkansas, where he met Dr. Gene Boone. As longtime co-authors, Dr. Boone and Dr. Kurtz wrote more than 50 books. In addition to writing, the two served as partners in several entrepreneurial ventures. Today, Dr. Kurtz teaches at the University of Arkansas after duty tours in Ypsilanti, Michigan, Seattle and Melbourne, Australia. He is the proud grandfather of five and a sportsman with a golfing handicap too high to mention. Dr. Kurtz, his wife Diane and four demanding canine companions (Daisy, Lucy, Molly and Sally) live in Rogers, Arkansas. Dr. Kurtz holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

Preface.Part I: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.1. Marketing: The Art and Science of Satisfying Customers.2. Strategic Planning in Contemporary Marketing.3. The Marketing Environment, Ethics, and Social Responsibility.4. E-Business: Managing the Customer Experience.5. Social Media: Living in the Connected World.Part II: UNDERSTANDING BUYERS AND MARKETS.6. Consumer Behavior.7. Business Markets and Buying Behavior.8. Global Marketing.Part III: TARGET MARKET SELECTION.9. Market Segmentation, Targeting, and Positioning.10. Marketing Research.Part IV: PRODUCT DECISIONS.11. Product and Branding Concepts.12. Developing and Managing Products.Part V: PRICING DECISIONS.13. Pricing Concepts.14. Pricing Strategies.Part VI: DISTRIBUTION DECISIONS.15. Distribution Channels and Supply Chain Management.16. Retailing and Direct Marketing.Part VII: PROMOTIONAL DECISIONS.17. Integrated Marketing Communications, Advertising, and Public Relations.18. Personal Selling and Sales Promotion.Appendix A: Developing an Effective Marketing Plan.Appendix B: Financial Analysis in Marketing.Appendix C: Marketing Analytics.Online.Appendix: Your Career in Marketing.Glossary.Name & Company Index.Subject Index.International Index.