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Interactive Text, Contemporary Marketing / Edition 11
     

Interactive Text, Contemporary Marketing / Edition 11

by Louis E. Boone, David L. Kurtz
 

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ISBN-10: 0324290101

ISBN-13: 9780324290103

Pub. Date: 01/23/2004

Publisher: Cengage Learning

Contemporary Marketing Interactive Text by Boone and Kurtz combines the original textbook with rich multimedia, real-time updates, exercises, self-assessment tests, note-taking tools, and much more. This combination of print and online material provides students with active learning tools and tutorials, and helps instructors shorten preparation time and improve

Overview

Contemporary Marketing Interactive Text by Boone and Kurtz combines the original textbook with rich multimedia, real-time updates, exercises, self-assessment tests, note-taking tools, and much more. This combination of print and online material provides students with active learning tools and tutorials, and helps instructors shorten preparation time and improve instruction. The Interactive Text offers a complete technology teaching solution that integrates all of the media together in one seamless package - no "assembly" is required. Contemporary Marketing Interactive Text consists of two components: a Print Companion and an Online Companion, seamlessly integrated to provide an easy-to-use teaching and learning experience. The Print Companion is a paperback textbook that includes the core content from the original textbook. All time-sensitive pedagogical features and materials at the end of chapters have been moved from the printed textbook to the Online Companion. The Online Companion provides a dedicated Web site featuring all of the core content from the Print Companion combined with integrated, interactive learning resources , self-assessment tests, note-taking features, and basic course-management tools that enable instructors to create and manage a syllabus, track student self-assessment scores, broadcast notes to students, and send electronic messages to students.

Product Details

ISBN-13:
9780324290103
Publisher:
Cengage Learning
Publication date:
01/23/2004
Edition description:
New Edition
Pages:
512
Product dimensions:
8.40(w) x 10.70(h) x 0.70(d)

Table of Contents

PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES 1. Customer-Driven Marketing 2. Strategic Planning and the Marketing Process 3. The Marketing Environment, Ethics, and Social Responsibility 4. Global Dimensions of Marketing PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS 5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers 6. Relationship Marketing and Customer Relationship Management (CRM) 7. Marketing Research, Decision-Support Systems, and Sales Forecasting PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR 8. Market Segmentation, Targeting and Positioning 9. Consumer Behavior 10. Business-to-Business (B2B) Marketing PART FOUR: PRODUCT STRATEGY 11. Product Strategies 12. Category and Brand Management, Product Identification, and New-Product Planning PART FIVE: PRICING STRATEGY 13. Price Determination 14. Managing the Pricing Function PART SIX: DISTRIBUTION STRATEGY 15. Marketing Channels, Logistics, and Supply Chain Management 16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers PART SEVEN: PROMOTIONAL STRATEGY 17. Integrated Marketing Communications 18. Advertising, Sales Promotion, and Public Relations 19. Personal Selling and Sales-Force Management Appendix A: Developing a Marketing Plan Appendix B: Financial and New-Product Analysis

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