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Contemporary Marketing, Update 2015, by Louis E. Boone, David L. Kurtz
Download Ebook Contemporary Marketing, Update 2015, by Louis E. Boone, David L. Kurtz
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CONTEMPORARY MARKETING, Update 2015, includes everything you need to begin a successful marketing career, as well as information and insights to help understand your own studies and professional endeavors as an ongoing marketing adventure. This groundbreaking bestseller includes all components of the marketing mix, along with a wide variety of uniquely compelling and thought-provoking ideas and concepts. CONTEMPORARY MARKETING Update 2015 continues to offer a trusted, thorough guide to fundamental marketing principles, now extensively updated with the newest trends and research in this dynamic discipline. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.
- Sales Rank: #1390904 in Books
- Published on: 2013-10-30
- Original language: English
- Number of items: 1
- Dimensions: 11.25" h x 9.25" w x 1.00" l, .0 pounds
- Binding: Loose Leaf
- 784 pages
Review
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 SOLUTIONS. 9. Market Segmentation, Targeting, and Positioning. 10. Marketing Research and Sales Forecasting. 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.
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great book, I liked the style it was written
By Armete Mobin
Great book, I liked the style it was written. The 21st-century view was great for college students my age and helped me grasp the material a lot better. Definitely not your average boring college textbook.
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
Great
1 of 1 people found the following review helpful.
Frustrating Read
By Kevin
Does not convey key information in a clear concise manner. Key concepts and topics are mentioned in introductory paragraphs, but each individual concept is not clearly addressed. Narrative style makes it difficult to locate key terms and sometimes omits them completely.
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