ISBN-10:
0324236786
ISBN-13:
9780324236781
Pub. Date:
07/12/2005
Publisher:
Cengage Learning
Study Guide for Boone/Kurtz's Contemporary Marketing, 12th / Edition 12

Study Guide for Boone/Kurtz's Contemporary Marketing, 12th / Edition 12

by Louis E. Boone, David L. Kurtz

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Product Details

ISBN-13: 9780324236781
Publisher: Cengage Learning
Publication date: 07/12/2005
Edition description: New Edition
Pages: 1
Product dimensions: 8.50(w) x 10.70(h) x 1.00(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 collaborated on writing 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. Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then 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.

Table of Contents


Introduction     v
Designing Customer-Oriented Marketing Strategies     1
Marketing: Creating Satisfaction through Customer Relationships     5
Strategic Planning and the Marketing Process     25
The Marketing Environment, Ethics, and Social Responsibility     45
E-Commerce: Marketing in the Digital Age     65
Creating a Marketing Plan     87
Understanding Buyers and Markets     91
Consumer Behavior     93
Business-to-Business (B2B) Marketing     115
Serving Global Markets     137
Creating a Marketing Plan     159
Target Market Selection     161
Marketing Research, Decision Support Systems, and Sales Forecasting     163
Market Segmentation, Targeting, and Positioning     185
Relationship Marketing, Customer Relationship Management (CRM), and One-to-One Marketing     205
Creating a Marketing Plan     225
Product Decisions     227
Product and Service Strategies     229
Category and Brand Management, Product Identification, and New Product Development     253
Creating a Marketing Plan     275
Distribution Decisions     277
Marketing Channels and Supply Chain Management     279
Direct Marketing and Marketing Resellers: Retailers and Wholesalers     301
Creating a Marketing Plan     325
Promotional Decisions     327
Integrated Marketing Communications     329
Advertising and Public Relations     351
Personal Selling and Sales Promotion     373
Creating a Marketing Plan     395
Pricing Decisions     397
Price Concepts and Approaches     399
Pricing Strategies     421
Creating a Marketing Plan     443
Creating a Marketing Plan     447
Chapter Solutions     449
Marketing Plan Solutions     461

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