Contemporary Marketing (Study Guide) / Edition 11

Contemporary Marketing (Study Guide) / Edition 11

by Louis E. Boone, David L. Kurtz
     
 

ISBN-10: 0324189419

ISBN-13: 9780324189414

Pub. Date: 04/28/2003

Publisher: Cengage Learning

Completely updated for the 11th edition, the Study Guide contains the following features for each chapter in the text:
A Chapter Overview that briefly discusses the chapter objectives A complete Chapter Outline A Self Quiz; and A set of Critical Thinking Questions Each chapter ends with a Surfing the Net section in which students are provided with online

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Overview

Completely updated for the 11th edition, the Study Guide contains the following features for each chapter in the text:
A Chapter Overview that briefly discusses the chapter objectives A complete Chapter Outline A Self Quiz; and A set of Critical Thinking Questions Each chapter ends with a Surfing the Net section in which students are provided with online resources related to the chapter concepts.

Product Details

ISBN-13:
9780324189414
Publisher:
Cengage Learning
Publication date:
04/28/2003
Edition description:
Older Edition
Pages:
448

Table of Contents

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.

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