Contemporary Marketing / Edition 14

Contemporary Marketing / Edition 14

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Cengage Learning
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Contemporary Marketing / Edition 14

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.

Product Details

ISBN-13: 9780324582031
Publisher: Cengage Learning
Publication date: 02/09/2009
Series: Available Titles CourseMate Series
Edition description: 14
Pages: 816
Product dimensions: 9.30(w) x 11.00(h) x 1.30(d)

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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