ISBN-10:
1305075366
ISBN-13:
9781305075368
Pub. Date:
01/12/2015
Publisher:
Cengage Learning
Contemporary Marketing / Edition 17

Contemporary Marketing / Edition 17

by Louis E. Boone, David L. Kurtz

Paperback

View All Available Formats & Editions
Current price is , Original price is $273.95. You
Select a Purchase Option (New Edition)
  • purchase options
    $56.65 $273.95 Save 79% Current price is $56.65, Original price is $273.95. You Save 79.32104398612884%.
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $225.78 $273.95 Save 18% Current price is $225.78, Original price is $273.95. You Save 18%.
  • purchase options
    $124.15 $273.95 Save 55% Current price is $124.15, Original price is $273.95. You Save 55%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

Contemporary Marketing / Edition 17

CONTEMPORARY MARKETING, Seventeenth Edition, is the proven, premier teaching and learning resource for foundational marketing courses. The authors provide thorough coverage of essential marketing principles, exploring all components of the marketing mix, and providing practical guidance to help students prepare for successful marketing careers. This trusted text continues to grow stronger with each groundbreaking new edition, preserving what has made previous editions perennial best-sellers, while adding innovative new features and up-to-date information on current trends, topics, research, and best practices in this ever-evolving field. Because it is so technologically advanced, student-friendly, instructor-supported, and more relevant than ever, CONTEMPORARY MARKETING, Seventeenth Edition, remains in a class by itself.

Product Details

ISBN-13: 9781305075368
Publisher: Cengage Learning
Publication date: 01/12/2015
Series: MindTap Course List Series
Edition description: New Edition
Pages: 784
Sales rank: 202,292
Product dimensions: 9.00(w) x 10.90(h) x 1.20(d)

About 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 has co-authored 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. He attended Davis & Elkins College in Elkins, West Virginia, before entering 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. But four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent teachers 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. After graduate school, the two became career co-authors, with over 50 books between them. Gene and Dave also got involved in several entrepreneurial ventures. Today, Dave Kurtz is back teaching at the University of Arkansas after duty tours in Ypsilanti, Michigan; Seattle; and Melbourne, Australia. He is the proud grandfather of five "perfect" kids and a sportsman with a golfing handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave 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. Social Media: Living in the Connected World. 5. E-Business: Managing the Customer Experience. Part II: UNDERSTANDING BUYERS AND MARKETS. 6. Consumer Behavior. 7. Business-to-Business (B2B) Marketing. 8. Global Marketing. Part III: TARGET MARKET SELECTION. 9. Market Segmentation, Targeting, and Positioning. 10. Marketing Research in the Era of Big Data. 11. Relationship Marketing and Customer Relationship Management (CRM). Part IV: PRODUCT DECISIONS. 12. Product and Service Strategies. 13. Developing and Managing Brand and Product Categories. Part V: DISTRIBUTION DECISIONS. 14. Marketing Channels and Supply Chain Management. 15. Retailers, Wholesalers, and Direct Marketers. Part VI: PROMOTIONAL DECISIONS. 16. Integrated Marketing Communications, Advertising, and Public Relations. 17. Personal Selling and Sales Promotion. Part VII: PRICING DECISIONS. 18. Pricing Concepts. 19. Pricing Strategies. Appendix A: Developing an Effective Marketing Plan. Appendix B: Financial Analysis in Marketing. Online. Appendix: Your Career in Marketing. Glossary. Name & Company Index. Subject Index. International Index.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews