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Contemporary Marketing, Update 2006 (with Audio CD) / Edition 12

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Overview

CONTEMPORARY MARKETING 2006 by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first 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. This value-priced paperback text continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.

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Product Details

  • ISBN-13: 9780324316674
  • Publisher: Cengage Learning
  • Publication date: 10/15/2005
  • Edition description: Older Edition
  • Edition number: 12
  • Pages: 784
  • Product dimensions: 8.90 (w) x 10.70 (h) x 1.30 (d)

Meet the Author

For the past 35 years, Louis E. Boone and David L. Kurtz have pursued distinguished academic careers. Each has taught at a number of major U.S. and foreign universities, and the two have collaborated on writing best-selling books. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. They have lectured extensively throughout North America, Europe, Asia, and Australia. Kurtz and his wife live in Rogers, Arkansas, where he holds a university professorship at the University of Arkansas in nearby Fayetteville.

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. Kurtz has lectured extensively throughout North America, Europe, Asia, and Australia. He and his wife live in Rogers, Arkansas, where he holds a university professorship at the University of Arkansas in nearby Fayetteville. Fortunately, four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent instructors helped get Dave on a sound academic footing. His grade point average soared—enough to get him 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. Today, Dave is back teaching at the University of Arkansas after tours of duty in Ypsilanti, Michigan; Seattle, Washington; and Melbourne, Australia. He is the proud grandfather of five "perfect" kids and a sportsman with a golf handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave also holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

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Table of Contents

Prologue: Planning a Career in Marketing. Part 1: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES. 1. Marketing: Creating Satisfaction through Customer Relationships. 2. Strategic Planning and the Marketing Process. Appendix A: Creating an Effective Marketing Plan. 3. The Marketing Environment, Ethics, and Social Responsibility. 4. E-Commerce: Marketing in the Digital Age. Part 2: UNDERSTANDING BUYERS AND MARKETS. 5. Consumer Behavior. 6. Business-to-Business (B2B) Marketing. 7. Serving Global Markets. Part 3: TARGET MARKET SELECTION. 8. Managing Marketing Information. 9. Market Segmentation, Targeting, and Positioning. 10. Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing. Part 4: PRODUCT DECISIONS. 11. Product and Service Strategies. 12. Category and Brand Management, Product Identification, and New-Product Planning. Part 5: DISTRIBUTION DECISIONS. 13. Marketing Channels, Logistics, and Supply Chain Management. 14. Direct Marketing and Marketing Resellers: Retailers and Wholesalers. 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 and Approaches. 19. Pricing Strategies. Appendix: Financial Analysis in Marketing.

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