Interactive Text, Contemporary Marketing / Edition 11 available in Paperback
This textbook (and its interactive companion website) discuss the design of customer-oriented marketing strategies, the management of technology and information, market segmentation, product strategy, pricing strategy, distribution strategy, and promotional strategy. The web site includes videos, self-tests, and reference and annotation tools. The authors teach at the University of South Alabama and the University of Arkansas. Annotation ©2004 Book News, Inc., Portland, OR
|Edition description:||New Edition|
|Product dimensions:||6.00(w) x 1.25(h) x 9.00(d)|
About the Author
After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, 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 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 soaredenough 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
PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES 1. Customer-Driven Marketing 2. Strategic Planning and the Marketing Process 3. The Marketing Environment, Ethics, and Social Responsibility 4. Global Dimensions of Marketing PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS 5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers 6. Relationship Marketing and Customer Relationship Management (CRM) 7. Marketing Research, Decision-Support Systems, and Sales Forecasting PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR 8. Market Segmentation, Targeting and Positioning 9. Consumer Behavior 10. Business-to-Business (B2B) Marketing PART FOUR: PRODUCT STRATEGY 11. Product Strategies 12. Category and Brand Management, Product Identification, and New-Product Planning PART FIVE: PRICING STRATEGY 13. Price Determination 14. Managing the Pricing Function PART SIX: DISTRIBUTION STRATEGY 15. Marketing Channels, Logistics, and Supply Chain Management 16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers PART SEVEN: PROMOTIONAL STRATEGY 17. Integrated Marketing Communications 18. Advertising, Sales Promotion, and Public Relations 19. Personal Selling and Sales-Force Management Appendix A: Developing a Marketing Plan Appendix B: Financial and New-Product Analysis