Contemporary Marketing 2009 Update / Edition 13

Contemporary Marketing 2009 Update / Edition 13

by Louis E. Boone, David L. Kurtz
     
 

ISBN-10: 0324580215

ISBN-13: 9780324580211

Pub. Date: 01/04/2008

Publisher: Cengage Learning

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

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Overview

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.

Product Details

ISBN-13:
9780324580211
Publisher:
Cengage Learning
Publication date:
01/04/2008
Series:
Available Titles CengageNOW Series
Edition description:
Updated
Pages:
784
Product dimensions:
8.90(w) x 10.70(h) x 1.20(d)

Table of Contents

Part 1: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES. 1. Marketing: The Art and Science of Satisfying Customers. 2. Strategic Planning and the Marketing Process. Appendix: Creating an Effective Marketing Plan. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. E-Business in Contemporary Marketing. Part 2: UNDERSTANDING BUYERS AND MARKETS. 5. Consumer Behavior. 6. Business-to-Business (B2B) Marketing. 7. Global Marketing. Part 3: TARGET MARKET SELECTION. 8. Marketing Research and Sales Forecasting. 9. Market Segmentation, Targeting, and Positioning. 10. Relationship Marketing and Customer Relationship Management (CRM). Part 4: PRODUCT DECISIONS. 11. Product and Service Strategies. 12. Developing and Managing Brand and Product Categories. Part 5: DISTRIBUTION DECISIONS. 13. Marketing Channels and Supply Chain Management. 14. Retailers, Wholesalers, and Direct Marketers. Part 6: PROMOTIONAL DECISIONS. 15. Integrated Marketing Communications. 16. Advertising and Public Relations. 17. Personal Selling and Sales Promotion. Part 7: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies.

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