Boone and Kurtz¦s Contemporary Marketing has proved to be the premier introduction to marketing text and package, edition after edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The tenth edition is the first text to devote two full chapters (an entire part) to technology issues. Part Two, Managing Technology to Achieve Marketing Success, explores emerging e-commerce concepts and related issues and also includes an entire chapter devoted to the impact of technology and the Internet on relationship marketing.
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)
From the Publisher
"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."
Product dimensions: 9.10 (w) x 11.00 (h) x 1.20 (d)
Meet the Author
After a long and distinguished career, 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 and the University of South Alabama and other schools in the U.S., Australia, and Europe were fortunate to be influenced by Gene's insights. Many marketing instructors knew Gene through his distinguished career and remember the numerous contributions that he made to business education. Gene was a pioneer of the marketing discipline and arguably the best and most creative business writer of his generation.
David L. Kurtz has taught at a number of major U.S. and foreign universities, and collaborated on writing best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Dave has lectured extensively throughout North America, Europe, Asia, and Australia. Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures.
Part I. The Contemporary Marketing Environment. 1. Customer-Driven Marketing. 2. The Marketing Environment, Ethics, and Social Responsibility. 3. Global Dimensions of Marketing. Part II. Managing Technology to Achieve Marketing Success. 4. E-Commerce: Electronic Marketing and the Internet. 5. Succeeding Using Relationship and Database Marketing. Part. III. Marketing Planning, Information, and Segmentation. 6. Marketing Planning and Forecasting, (completely new planning appendix). Appendix Developing a Marketing Plan. 7. Marketing Research and Decision-Support Systems (expanded discussion of data mining). 8. Market Segmentation, Targeting, and Positioning. Part. IV. Customer Behavior. 9. Consumer Behavior. 10. Business to Business Marketing (SIC material has been replaced with the new NAISC Classification System ). Part. V. Product Strategy. 11. Product Strategies. 12. Brand Management and New Product Planning (new information on captive brands). Part. VI. Distribution Strategy. 13. Marketing Channels and Logistics Management. 14. Retailing, Direct Marketing, and Wholesaling. Part. VII. Promotional Strategy. 15. Integrated Marketing Communications (new information on online sponsorships). 16. Advertising, Sales Promotion, and Public Relations (new information on banner ads, intertestial ads and advertorials). 17. Personal Selling and Sales Force Management. Part. VIII. Pricing Strategy. 18. Price Determination. 19. Managing the Pricing Function.