Contemporary Marketing

by Louis Boone, David Kurtz

Overview

Reimagine a practically focused and timely introduction to the foundations of marketing today with the innovative approach found in Boone/Kurtz's best-selling CONTEMPORARY MARKETING, 19E with MindTap. This edition focuses on application-based learning with streamlined content that highlights real skills that marketing professionals use on a regular basis. Rather than introducing an overly broad array of topics, this edition thoroughly explores today's most relevant and important concepts, including marketing analytics and the career readiness skills most important for your success. As a result, you learn more in less time. Memorable opening and closing examples for each section further advance learning objectives and demonstrate concepts in action to increase your comprehension and retention of key concepts. In addition, MindTap digital activities reinforce concepts and provide Excel Online practice working with marketing analytics to further prepare you for effective marketing in today's times.

Product Details

ISBN-13:	9780357461709
Publisher:	Cengage Learning
Publication date:	04/08/2021
Series:	MindTap Course List Series
Edition description:	18th ed.
Pages:	496
Product dimensions:	6.00(w) x 1.25(h) x 9.00(d)

About the Author

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.

Table of Contents

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.

Editorial Reviews

This text comprises an updated, softcover version of . Boone (U. of South Alabama) and Kurtz (U. of Arkansas) present 19 chapters that cover the contemporary marketing environment; managing technology to achieve marketing success; marketing planning, information, and segmentation; customer behavior; and product, distribution, promotional, and pricing strategies. Contains many color illustrations. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Booknews

"Interesting approach, comprehensive coverage, good Powerpoint."

"The text is written well with good examples. It's clear and easy to read."

"Clear, organized well, great examples, good graphics. The best thing is the vocabulary highlighted in the margins of the pages."

From the Publisher