Contemporary Marketing / Edition 16

Contemporary Marketing / Edition 16

5.0 1
by Louis E. Boone, David L. Kurtz
     
 

View All Available Formats & Editions

ISBN-10: 113362846X

ISBN-13: 9781133628460

Pub. Date: 01/01/2013

Publisher: Cengage Learning

CONTEMPORARY MARKETING 16E has proven to be the premier teaching and learning solution for principles of marketing courses. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Sixteenth Edition continues the tradition of delivering the most technologically advanced, student

Overview

CONTEMPORARY MARKETING 16E has proven to be the premier teaching and learning solution for principles of marketing courses. This bestseller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Sixteenth Edition continues the tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

Product Details

ISBN-13:
9781133628460
Publisher:
Cengage Learning
Publication date:
01/01/2013
Edition description:
Older Edition
Pages:
784
Product dimensions:
9.30(w) x 10.90(h) x 1.20(d)

Table of Contents

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. Social Media: Living in the Connected World. 5. E-Business: Managing the Customer Experience. PART II: UNDERSTANDING BUYERS AND MARKETS. 6. Consumer Behavior. 7. Business-to-Business (B2B) Marketing. 8. Global Marketing. PART III: TARGET MARKET SOLUTIONS. 9. Market Segmentation, Targeting, and Positioning. 10. Marketing Research and Sales Forecasting. 11. Relationship Marketing and Customer Relationship Management (CRM). PART IV: PRODUCT DECISIONS. 12. Product and Service Strategies. 13. Developing and Managing Brand and Product Categories. PART V: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply Chain Management. 15. Retailers, Wholesalers, and Direct Marketers. PART VI: PROMOTIONAL DECISIONS. 16. Integrated Marketing Communications, Advertising, and Public Relations. 17. Personal Selling and Sales Promotion. PART VII: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies. Appendix A: Developing an Effective Marketing Plan. Appendix B: Financial Analysis in Marketing.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >

Contemporary Marketing 0 out of 5 based on 0 ratings. 0 reviews.